The Economist is set to target northern Europe with a new brand campaign.
The campaign, ‘The word of the street’ will focus on Germany, Sweden, Denmark, Norway and the Netherlands, and aims to celebrate people who love to read.
Research was conducted in advance of the development of the campaign, which found that northern markets had ‘a large and diverse audience of curious intellectual individuals’, explained managing director for Northern markets, Will Wilkinson.
“They are interested about the world around them – always wanting to learn more about it from fresh perspectives,” he explained.
“A good read when they least expect it and an ideal sampling opportunity for The Economist,” commented Susan Clark, group marketing director and managing director of continental Europe, Middle East and Africa. “The campaign will thereby introduce passionate readers to the breadth and serendipity of The Economist.”
The hyper local campaign run in Berlin, Hamburg, Munich, Frankfurt and Dusseldorf; while Swedish placements will be concentrated in Stockholm and be supported through subscription marketing activity in local media including print and online, and trade marketing activity at newsstands across Germany.