Gold foil and a hand-made pop-up leveraged the power of print in a five day horse racing promotion through News Corp's Sydney Daily Telegraph.
The promotion with NSW Racing featured 50,000 hand-wrapped copies with a gold-foil masthead, and a 'hand-crafted' paper eagle, also on gold-coloured paper.
The weeklong print specials were part of a campaign to turn attention to Sydney's Rosehill Gardens racecourse ahead of rival state Victoria's spring racing carnival and Melbourne Cup race, famous as 'the race that stops a nation'.
The special print runs culminated with 10,000 copies of the newspaper featuring the pop-up Golden Eagle on pages 2-3, while all the 50,000 newspapers were hand-wrapped.
News says it accessed various data sources with Racing NSW to determine where the gloss wraps and eagle pop-ups landed. Individual newsagents which fell within the target market were identified to maximise impact. Copies went to selected parts of metropolitan Sydney, as well as Wollongong and the Central Coast. "Using data in this hyper-local way means we ensure we're speaking directly to our readers and delivering maximum value, on top of all the stories that matter most on any given day," editor Ben English said.
The new racing event at Rosehill Gardens features the debut of what is already the nation's third-richest race meeting, the 1500m, $7.5 million Iron Jack Golden Eagle for four-year olds.
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