Two key themes emerge in how news providers market themselves: Depth and Speed. Depth is illustrated by case studies from News.com.au and The Daily Telegraph online (UK).
News.com.au's 2006 campaign used the creative tagline "Be Involved" which is around depth of news. But their media strategy was all around the morning commute and touched on live as well as depth. It included LED panels of breaking news in bus shelters, 12 tailored breakfast radio sponsorships, partnership with Street Vision, time-targeted display online linked to live RSS feeds, and interactive outdoor panels. Visitor numbers apparently rose by 30%.
The Daily Telegraph online felt that it always came off second best when big news came out. So as they UK's 2007 budget loomed, they decided to go on the offensive. They created content in multiple media to prepare for their offensive and then spread the content using 100% online media: Search was the foundation of this. But they also used targeted and updated online and a humorous viral campaign featuring a famous comedian.
Speed is illustrated by stern.de (Germany) and Yell (UK).Stern had a couple in a cinema go into labour and rush out to go and give birth. Just a couple of minutes later, a cinema ad came on showing "Twins born at a cinema in Hamburg" illustrating exactly how fast their news was.
Yell in the UK (which is the UK equivalent of Yellow) showed how to illustrate "Local" by using GPS to localise the ads on digital panels on London buses, so if the bus was in Clapham, the panels talked about Clapham. It would clearly be easy to use similar technology as News.com.au did to illustrate Live using GPS.
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