1 Year for £20
A Black Friday subscription campaign for The National — one bold offer, fronted by the Editor, carried from the bus stop to the front page.
About project
The National's Black Friday campaign offered a full year of the paper for £20, fronted throughout by Editor Laura Webster. The work covers city-centre out-of-home at bus stops and on the underground, the double-page spread that ran in print, and matching display creative for the app and web.
Project overview
CHALLENGE: Make one subscription price cut through the noise of Black Friday, across formats as different as a bus shelter and a phone screen.
STRATEGY: One bold offer, one consistent headline, fronted throughout by the Editor's own voice rather than a generic sales pitch.
What I did
EXECUTION: City-centre out-of-home at bus stops and on the underground, a double-page spread in print, and matching display creative for app and web.
APPROACH: From commute to phone screen to the printed page, the same message and the same face carried the offer everywhere readers already were.
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