Ad campaigns: how newspapers go beyond print

A new branding ad campaign of Poland’s newspaper Gazeta Wyborcza shows it is no longer a paper only. It’s a website, a mobile app. It’s a news-multi-medium.

Gazeta is the best read quality daily in Poland, a country that is a host of this year’s INMA/OPA Europe Newsmedia Conference held in the royal city of Kraków from September 29 to October 1, 2010.

Gazeta’s average paid circulation is 347,000 and it reaches about 4,2 million readers a week. Its online portal — Gazeta.pl — attracts over 11 million users a month. Gazeta runs also several mobile websites and applications for iPhone.

The goal of a new branding campaign for Gazeta launched this July is to show the newspaper is no longer about paper only as readers can access its news, comments and participate in its activities like social campaigns in their most convenient channel, place and time.

The slogan on out-of-home advertisements is “Wyborcza do wyboru” that means “Wyborcza is for choice” and is in fact a play of words as the word “Wyborcza” means “for choice”, “for elections” etc.

The multimedia advertising campaign — using television, outdoor, cinema, online — was created by an ad agency JIS Advertising and media were planned by Starlink.

Have a look at this new 3D animation produced by Lightcraft, a visual effects company based in Poland. It is being broadcasted now on Polish TV and at cinemas.

Newspapers see their future in multimedia

Gazeta’s campaign reminds me about other newspapers that decided to communicate their audience big changes in their organizations. These papers can easily be consumed today on multiple platforms.

Recently, INMA Ideas Magazine featured a story by my collegue from Brazil Marcelo Benez, an advertising director of Folha de Sao Paulo, about their recent campaign claiming: “Folha. Impossible not to read it, access it, twitter it or comment it.”

Here’s just one of the ads featured in the Magazine (to read more you need to be an INMA member).

This approach to newspaper branding has been promoted many times at the INMA congresses all over the world. At the European conference in Vienna in 2008 Innovation’s consultant Juan Antonio Giner showed this campaign by another Brazilian daily O Globo (based in Rio de Janeiro):

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