The Public House has rolled out a new campaign to promote the Independent.ie’s Premium + offer. The campaign includes TV, radio, social and digital and press across the Independent newspaper and website. The creative follows on from the agency’s ‘Weekend Escapism’ campaign, featuring a reader attempting to wade through the sea of Black Friday offers and landing on the Independent’s Premium+ offer, which packages all the news into one bundle.
According to Sarah Walsh, head of strategy, The Public House: “Black Friday has become incredibly aggressive and loud, with brands trying to outshout each other and convince shoppers they have the best deal. Instead of following that formula, we wanted to acknowledge how overwhelming Black Friday can be and present a straightforward option to those interested in the news. As a brand that is all about connection and community, we wanted to create an idea that would talk to people to show them we understand. We used the existing Independent look and feel but changed the narrative to suit the context.”
Lee Martin, head of marketing and promotions at Mediahuis Ireland adds: “We want to use Black Friday to accelerate the growth of our digital subscriber base and build awareness of what’s included in our Independent Premium+ bundle. We hope the campaign, which features Thalia from our recent brand ads, resonates with consumers as they brace themselves for Black Friday 2021”.