POST CAMPAIGN REPORT: THE BOOK OF LOVE 2012 Presented by Please Marry My Boy, on 7, and The West Australian

Transcription

1 West Australian Newspapers Limited A.C.N Wednesday, 21 March 2012 Ray Wardrop General Manager of Marketing Channel 7 Perth Off Dianella Drive DIANELLA WA 6059 Via RWardrop@7perth.com.au Dear Ray, POST CAMPAIGN REPORT: THE BOOK OF LOVE 2012 Presented by Please Marry My Boy, on 7, and The West Australian Thanks to Channel 7 Perth for joining with The West Australian to present The Book of Love for Valentines Day It was an ideal brand association, assisting 7 s launch of the new series, Please Marry My Boy. In return for 7 s sponsorship investment, The West Australian delivered a layered marketing campaign across print, online and radio. The resultant campaign was conservatively valued at over $313,000. The Book of Love was deemed a great success by The West Australian and was well received by advertisers and the general public. Significant publicity for the product was generated on social media and radio on the morning of publication. I have attached a sample of the campaign, and will also forward a hard copy, for your records. I welcome any feedback about your involvement. Plus, I look forward to discussing with you in due course, as to the possibility of 7 joining with The West Australian to present The Book of Love Yours sincerely ^A ctççx KYLEE PAYNE TRADE MARKETING MANAGER THE WEST AUSTRALIAN Cc: Jill Glass Channel 7 Laura Mitchell The West Australian Page 1 of 12

2 METRO & REGIONAL RADIO SCHEDULE STATION LENGTH POSITION METRO RADIO Mix Seconds Run of Station Seconds Run of Station 10 3 Nova Seconds Run of Station FM 30 Seconds Run of Station 10 3 Mix 94.5 Live Reads Breakfast Nova 93.7 Live Reads Breakfast TOTAL METRO RADIO : $31, STATION LENGTH POSITION REGIONAL RADIO 6KA 30 Seconds Run of Station NW 30 Seconds Run of Station BAM 30 Seconds Run of Station BFM 30 Seconds Run of Station GAM 30 Seconds Run of Station GFM 30 Seconds Run of Station HFM 30 Seconds Run of Station KFM 30 Seconds Run of Station REDFM 30 Seconds Run of Station RFM 30 Seconds Run of Station SAM 30 Seconds Run of Station TOTAL REGIONAL RADIO : $5, Page 2 of 12

3 PROMOTIONAL PRINT SCHEDULE DATE SIZE PLACEMENT CAPTION WEEK ONE Monday, 16 January x 3 General News Place an ad / Promotion $2, Tuesday, 17 January x 8 General for Sale A - Z Place an ad / Promotion $4, Wednesday, 18 January x 3 Today - Style Place an ad / Promotion $2, Thursday, 19 January x 3 General News Place an ad / Promotion $2, Friday, 20 January x 8 General for Sale A - Z Place an ad / Promotion $4, Sat 21 January Sun 22 January x 4 General News Place an ad / Promotion $8, WEEK TWO Monday, 23 January x 4 General News Place an ad / Promotion $4, Tuesday, 24 January x 7 Mind & Body Place an ad / Promotion $2, Tuesday, 24 January x 2 West Business Filler Ad $ Wednesday, 25 January x 3 Today - Style Place an ad / Promotion $2, Thursday, 26 January x 3 Fresh Place an ad / Promotion $2, Thursday, 26 January x 4 General News Place an ad / Promotion $4, Thursday, 26 January /4 Page The Wire Place an ad / Promotion $1, Thursday, 26 January x 2 West Business Filler Ad $ Thursday, 26 January x 7 The Quokka Filler Ad $1, Sat 28 January Sun 29 January x 4 General News Place an ad / Promotion $8, WEEK THREE Monday, 30 January x 7 General News Place an ad / Promotion $4, Monday, 30 January x 4 Coffee Break Filler Ad $ Monday, 30 January x 3 Coffee Break Filler Ad $ Tuesday, 31 January x 3 Mind & Body Place an ad / Promotion $1, Tuesday, 31 January x 3 Sport Place an ad / Promotion $2, Tuesday, 31 January x 4 Coffee Break Filler Ad $ Tuesday, 31 January x 3 Coffee Break Filler Ad $ Tuesday, 31 January x 2 West Business Filler Ad $ Wednesday, 1 February x 3 Today - Style Place an ad / Promotion $2, Wednesday, 1 February x 4 Coffee Break Filler Ad $ Wednesday, 1 February x 3 Coffee Break Filler Ad $ Thursday, 2 February x 8 The WiRE Place an ad / Promotion $1, Thursday, 2 February x 3 Fresh Place an ad / Promotion $2, Thursday, 2 February x 3 Fresh Place an ad / Promotion $2, Thursday, 2 February x 7 The Quokka Filler Ad $1, Page 3 of 12

4 DATE SIZE PLACEMENT CAPTION WEEK THREE CONT Thursday, 2 February x 2 West Business Filler Ad $ Thursday, 2 February x 4 Coffee Break Filler Ad $ Thursday, 2 February x 3 Coffee Break Filler Ad $ Friday, 3 February x 4 Today Place an ad / Promotion $3, Friday, 3 February x 4 General News Place an ad / Promotion $4, Friday, 3 February x 4 Coffee Break Filler Ad $ Friday, 3 February x 3 Coffee Break Filler Ad $ Sat 4 February Sun 5 February 2012 Sat 4 February Sun 5 February x 3 Special Occasions Place an ad / Promotion $9, x 4 General News Place an ad / Promotion $8, WEEK FOUR Monday, 6 February x 4 Sport Place an ad / Promotion $4, Monday, 6 February x 7 General News Place an ad / Promotion $18, Monday, 6 February x 4 Coffee Break Filler Ad $ Monday, 6 February x 3 Coffee Break Filler Ad $ Tuesday, 7 February x 3 Mind & Body Place an ad / Promotion $1, Tuesday, 7 February x 3 Sport Place an ad / Promotion $2, Tuesday, 7 February x 4 Coffee Break Filler Ad $ Tuesday, 7 February x 3 Coffee Break Filler Ad $ Wednesday, 8 February x 7 General News Place an ad / Promotion $6, Wednesday, 8 February x 4 Coffee Break Filler Ad $ Wednesday, 8 February x 3 Coffee Break Filler Ad $ Thursday, 9 February x 4 Sport Place an ad / Promotion $4, Thursday, 9 February /4 Page The Wire Place an ad / Promotion $1, Thursday, 9 February x 3 Fresh Place an ad / Promotion $2, Thursday, 9 February x 4 Coffee Break Filler Ad $ Thursday, 9 February x 3 Coffee Break Filler Ad $ Friday, 10 February x 4 General for Sale A - Z Place an ad / Promotion $3, Friday, 10 February x 3 General News Place an ad / Promotion $2, Friday, 10 February x 4 Coffee Break Filler Ad $ Friday, 10 February x 3 Coffee Break Filler Ad $ Sat 11 February Sun 12 February 2012 Sat 11 February Sun 12 February x 7 Sport Place an ad / Promotion $14, /3 Page West Weekend Place an ad / Promotion $6, Page 4 of 12

5 DATE SIZE PLACEMENT CAPTION WEEK FIVE Monday, 13 February x 7 Sport Place an ad / Promotion $4, Monday, 13 February x 4 Coffee Break Filler Ad $ Monday, 13 February x 3 Coffee Break Filler Ad $ Monday, 13 February x 3 General News Place an ad / Promotion $2, Monday, 13 February x 2 General News Filler Ad $ Tuesday, 14 February x 8 The Book of Love Please Marry My Boy Free space as per agreement $3, TOTAL PROMOTIONAL PRINT : $203, PROMOTIONAL ONLINE CAMPAIGN DATE 16 January 29 February January 13 February 2012 DETAILS Channel 7 / Please Marry my Boy branding on thebookoflove.com.au Competitions Page: Feature tile, landing page and banner for 5 week period. $5, $10, January 13 February 2012 Run of Site MREC s on thewest.com.au $15, January 13 February 2012 External Tile. $10, February 2012 Solus Branded Book of Love EDM Sent to Special Offers Database: 43,000+ members $5, February x 60 banner on Daily News, Entertainment and Sport Newsletters. $7, TOTAL PROMOTIONAL ONLINE : $53, MISCELLANEOUS DATE Friday, 10 February 2012 DETAILS Point of Sale posters promoting the Book of Love. 2,500 copies distributed to newsagencies and retailers on Friday, 10 February to Tuesday 14 February. $5, Monday, 13 February 2012 Front Page Pointer Third Strip $5, Tuesday, 14 February 2012 Front Page Pointer Half Strip $7, Tuesday, 14 February 2012 Book of Love branded cupcakes sent to 92.9, Mix 94.5, Nova, 6PR and 96FM. $ Page 5 of 12

6 MISCELLANEOUS Cont DATE DETAILS Tuesday, 14 February 2012 Sponsors name in SMS message alert to all those who place a message: Happy Valentines Day! A special message is waiting for you. Get The Book of Love, presented by Please Marry My Boy on 7, in The West Australian today! $2, TOTAL MISCELLANEOUS : $20, TOTAL CAMPAIGN CAMPAIGN Metro Radio $31, Regional Radio $5, Print $203, Online $53, Miscellaneous $20, TOTAL CAMPAIGN : $313, Page 6 of 12

7 THEBOOKOFLOVE.COM.AU Page 7 of 12

8 COMPETITION HOMEPAGE COMPETITION LANDING PAGE Page 8 of 12

9 FRONT PAGE POINTERS Page 9 of 12

10 PRINT CAMPAIGN: 10 x 7 PRINT CAMPAIGN: 20 x 7 Page 10 of 12

11 EDM DISTRIBUTED TO THE SPECIAL OFFERS DATABASE POINT OF SALE POSTER IN STORE FROM FRIDAY, 10 RUARY Page 11 of 12

12 BOOK OF LOVE CUPCAKES DISTRIBUTED TO RADIO STATIONS ON MONDAY, 13 RUARY 2012 Page 12 of 12