New multi-channel nationwide marketing campaign for The Irish Sun unveiled by News Ireland
Concept encourages people to use those unexpected free moments to check out thesun.ie for a bubbly burst of breaking news, sports updates or showbiz gossip
Combination of OOH, radio, YouTube and social media being utilised for campaign
News Ireland, one of Ireland’s leading media groups, has unveiled a new multi-channel nationwide marketing campaign for The Irish Sun, Ireland’s bestselling daily tabloid newspaper.
Thesun.ie has had significant growth over the past 12 months, with monthly users increasing by 19 per cent from April 2021 to the end of April 2022. Over the same period page views also grew by an impressive 35 per cent.
Entitled ‘Drive Direct to theSun.ie’, the campaign positions TheSun.ie as Ireland’s first choice online destination for news, sport and showbiz gossip.
The concept focuses on the idea that life is full of moments that could do with a bit of livening up – essentially time that isn’t being made the most of. These are the moments when a little hit of entertainment would go a long way. So, whether you’re waiting on the bus, waiting for your take away to arrive or you simply have five unexpected minutes to yourself, check out theSun.ie to turn it into a bright, bubbly burst of breaking news, sports updates or showbiz gossip.
This initial campaign for The Irish Sun will run across the month of June, and is the first of four bursts planned for the next 12 months. With a concentration on commuter media to provide contextual messaging opportunities, the media channel’s being utilised include:
OOH – placement on 530 sites nationwide across 48 Sheets, Bus Shelters, Supersides, Comlites and Adboxes as well as Purchase Points and forecourt Digitowers
Radio – 20 second ads will run across all Wireless radio stations; Dublin’s Q102, FM104, Cork’s 96FM, C103, Live95FM, and LMFM
Digital – Content will run across Facebook, Instagram and YouTube
The campaign was developed by News Ireland’s dedicated agency Pulse Creative (a joint-venture between The&Partnership, m/SIX and Wunderman Thompson). Media buying was conducted by Mindshare, with OOH looked after by Talon Ireland.
Richard Bogie, Managing Director at News Ireland, says: “We’re delighted to unveil such a significant marketing campaign for The Irish Sun and to utilise it to remind readers across the country of the great news, sport and showbiz content in our newspaper. Life is full of moments which can be brightened up with breaking news, transfer rumours, or showbiz gossip and this campaign does exactly that.
The striking and contemporary design of the campaign perfectly embodies The Irish Sun brand, and with such a wide range of channels being utilised across a large number of physical and online locations nationwide, this is definitely one campaign that won’t be missed by anyone!”
Find out more at www.thesun.ie