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.