News UK, publisher of The Sun, has distributed copies of its flagship title to every home in England as part of a World Cup marketing initiative which will see it reach an audience of 48.3m adults.
22 million copies of the 24 page special World Cup Pride edition of the tabloid is being delivered free of charge by the Royal Mail, except for Liverpool where ongoing Hillsborough sensibilities persist, to mark the opening of the summer sporting spectacular in Brazil.
Part funded by the Sun advertisers including Sky, Aldi, Coke, BT, Mars and Domino’s the initiative was dreamed up by The Sun’s marketing director David Robinson.
Sun editor David Dinsmore said: “We wanted to do something unprecedented and exciting to celebrate England and Englishness ahead of the World Cup.
“Newspapers are an important part of this country, and what better way is there to speak to the nation than in a huge free giveaway of a special edition of The Sun? We are keen to show all of England just what Sun readers enjoy every day.”
Paul Hayes, MD, News UK Commercial, added: “The printed page enables us to create an iconic physical object that can be shared with the nation as a whole. The Sun Pride edition will be a unique opportunity for our advertiser partners to share our celebration of England.”
One feature the special edition won’t include is the traditional Page 3 topless model, which has been replaced with a poll to find ‘England’s rose’, in recognition that the item is not to everyone’s taste.