Evening Standard sets up competition to net advertisers
By Leah McBride Mensching, Thursday 21 February 2008 at 18:49 :: Advertising :: #1297 :: rss
The Evening Standard has a created a competition for advertisers, rewarding the winner with a £200,000 media campaign in the newspaper.
Those competing for the prize had to submit a 500 word essay on why their brands or clients want to reach the Evening Standard's audience, and how they “plan to use a selected range from the newspaper's media opportunities,” the competition announcement stated.
Entries were due Feb. 19, and the winner will be notified Feb. 26.
Andrew Mullins, the newspaper's managing director, will pick a winner of the competition, which is open to existing, lapsed or new advertisers. Mullins will make his decision “based upon which entry, if any, he considers, in his absolute discretion, best fulfils the entry criteria,” the competition announcement states.
The competition looks to be a way to pull in new advertisers who may be unfamiliar with the growing reach, across multiple platforms, newspapers now have. The announcement touts the reach the Evening Standard brand has with “influentials” on various platforms: “Our advertising platform is now even broader, reaching an influential audience throughout the day. Solutions are available across a range of channels: press, online and on the street, allowing advertisers to create tailored packages that engage and interact on many different levels,” the announcement states.
The advertising competition even links to a presentation explaining what influentials are, and why advertisers should want to reach them, stating that “influentials are busy, successful, media savvy consumers who have a quality relationship with the Evening Standard because it reaches them at the optimum time, mindset and environment. The combination of these factors makes the Evening Standard a unique opportunity to truly engage and interact with this valuable audience,” according to the presentation.
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