The Economist required a selection of gifts for several purposes:

  • Subscription gifts
  • Reader competitions and giveaways
  • Retail
  • To expand readership in non-traditional readership profiles

HOW DID WE CHOOSE GIFTS?

  • Gifts were chosen based on quality, image and fit with readership profile.
  • The client was also trying to expand readership in the student market and gifts were recommended accordingly – the client selected headphones as a gift to reach this market.

RESULT

  • Increased brand exposure
  • Positive reinforcement of brand values
  • Improved and more rewarding reader experience