Celebrate with a Subscription!

Primary Objective: Increase volume of paid subscriptions.

Target Audience: Pass-along readers viewing the print edition without their own copy. Younger demographic with a sense of humor to appreciate promotions for obscure "official" holidays.

Execution: Selected various holidays over a 6 month span and developed copy to run as print ads in host publication directing readers online to subscribe with $10 promotional discount. 

Metrics: Received higher than average response rate compared to traditionally focused print ads.