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Newspaper of the Year : 2011 Newspaper of the Year
PANPA 2011 Newspaper of the Year Awards 42 Display Advertising AWARDS SHOWCASE MARKETING Digital Winner: Fairfax Digital, “The Lazy Ad” Circulation 90,000+ Winner: The Sydney Morning Herald & Sun-Herald, “Between the Lines” Judges’ comments Liked the depth of campaign, selling points and competition to encourage viewing was excellent. Good use of the brands’ strengths to promote the paper, and it increased revenue in falling market.” Loved the concept of humanising an advertisement and giving it human characteristics. Fairfax showed how they can improve advertisers’ revenue by utilising all forms of media in the campaign. Good click through rates and great sales results.” Circulation 25,000 - 90,000 Winner: The Gold Coast Bulletin, “Mates Rates” Judges’ comments Fantastic-thinking laterally to counter-act the pull of internet shopping. Fantastic idea to take the digital success of group buying and apply it to print. Great for the retailers to attract foot traffic and extra sales. Creating a waiting list to advertise! Great feedback from advertisers.” Circulation 10,000 - 25,000 Winner: Rouse Hill Times, “Make Some Noise About Your Business” Judges’ comments Great campaign in order to arrest the anticipation of slow sales. 20 percent increase in retail revenue. Eye-catching ad. Liked the use of colour/texture and the boxed offers.” Highly Commended Horowhenua Chronicle & Manawata Guardian, » “Sales Growth in a Recessionary Year” Highly Commended Herald Sun, » “Bunnings Wrap” APN Australia Regional Media, » “Creative Executions” The Age, » “Billy Tea Advertising Effectiveness Campaign” Fairfax 360, » “Re-imagining Newspapers” Circulation up to 10,000 Winner: The Irrigator, “Not Happy With Your Bank?” Judges’ comments Good use of the L shaped advertisement, framed the editorial content and drew the reader’s attention to the ad. Nice personalised link to the bank manager, taking away the faceless nature of banks. A good, innovative campaign that can only be executed meaningfully by local newspapers that are close to their readers – and local bank managers” Judges’ comments Display Highly Commended Narrabri Courier, » “Shop in Our Shire”