London, United Kingdom - May 31st 2017- The Economist, a leading source of analysis on international business and world affairs, today announced that it has launched a multi-channel marketing campaign ahead of the UK snap election on June 8th. Designed to grow audience and prospects, the demand driven response campaign will offer a complimentary issue of The Economist to all UK residents who request one.
The campaign includes placements across media including leading daily newspapers, radio, broadcast and cable TV, Digital Out of Home channels, paid search and social channels including Facebook and Snapchat. In addition, The Economist is making efforts to reach younger voters with this campaign through a targeted email campaign to Britons who have turned 18 since the Brexit vote. The campaign will also reach this audience through Facebook and Snapchat.
To get their free issue, consumers are asked to provide basic information - via email, an online form, or SMS - and The Economist will mail the latest print edition or provide access to Economist.com. Consumers who participate in the program will have the opportunity to subscribe to The Economist at an introductory rate of 12 weeks for £12 either in print or digital.
This campaign continues the brand’s strategy to increase subscriptions through content sampling. Proprietary research shows that those who understand the full brand proposition, and sample The Economist content have a higher propensity to subscribe.
Mark Cripps, EVP, Brand and Digital Marketing at The Economist explained: “We are embarking on an ambitious marketing campaign -- by offering a free issue of The Economist to every UK resident. We are building on the success of our recent Brexit and 100 days of Trump marketing campaigns - surfacing The Economist at a critical point in UK politics. We will increase our awareness among a new audience and re-engage prospects who know us, persuading them that this is the time to subscribe to the top-quality journalism that The Economist produces week in and week out".
The campaign will cover three phases: pre-election, election day and post election to ensure that readers can rely on consistent analysis of manifesto promises and the election outcome. Election day and post-election participants will receive the election issue.
The campaign was soft-launched last week and has already registered thousands of requests for complimentary copies of the newspaper.
To find out more or to arrange an interview, please contact:
(UK) HollyDonahue@economist.com or +44 (0)20 7576 8379
(US) LaurenHackett@economist.com or +1 212 554 0639
About The Economist (www.economist.com) With a growing global circulation and a reputation for insightful analysis and perspective on every aspect of world events, The Economist is one of the most widely recognised and well-read current affairs publications. The paper covers politics, business, science and technology, and books and arts, concluding each week with the obituary. In addition to the web-only content such as blogs, debates and audio/video programmes available on the website, The Economist is available to download for reading on Android, Blackberry PlayBook, iPhone or iPad devices. The Economist Espresso, our daily briefing smartphone app, is also available for download via iTunes App Store or Google Play.