National Magazine Stand Campaign boosts Canadian magazine awareness resulting in 3.6% increase of newsstand sales over the industry trend!
Magazines Canada executed a collaborative campaign that created mass-market impact for the Anything Can Happen video and capitalized on that consumer engagement to drive sales of Canadian magazines. Building on the success and momentum of the previous campaign, this effort extended its reach significantly by working collaboratively with magazine industry partners.
The National Magazine Stand Campaign (NMSC) achieved these key objectives:
Increase Canadian magazine brand awareness
Building on the success of the Anything Can Happen video, messaging was modified to create a stronger sales call to action to “Buy a Canadian Magazine and discover your new love.” A national contest was implemented for consumers to “Share your love of Canadian magazines” and engage in social media with #MagazineMoment messaging. Consumer awareness was achieved via the video, print and online advertising, and social media; resulting in a substantial cross-country contest and robust in-store promotions. These elements created a marketing story that resonated with Canadians, bringing Canadian magazines to the forefront.
Increase access to and sales of Canadian periodicals
This was achieved with a variety of initiatives. Sales reps went on the road to aquire new retailers and more shelf space for Canadian magazines. In stores, promotions highlighted participating magazines and the Buy Canadian message. Online, a social media campaign promoted Canadian magazine content and the campaign message, and new mobile apps deliver the best content from small arts and literary titles. Meanwhile, the Anything Can Happen video appeared on screens across Canada—in theatres, malls, transit, retail and online. CanadasMagazineStore.ca played an integral role, hosting all of the various campaign elements engaging with consumers and providing a clear path to purchase Canadian magazines.
Working with the magazine industry and in partnership with other cultural organizations, tourism boards, marketing agencies, funders and sponsors across the country, the NMSC program was able to achieve mass-market reach and increase the sales of Canadian magazines.
There is still time to get your title in. To participate in the Take 2 campaign, please complete the Participation Agreement and return it by September 29, 2016.
If you’re not yet a Magazines Canada member, join today!
For more information about the Take 2: Integrated Canadian Magazine Moments Campaign, email Barbara Bates.
This project would not have been possible without the support of the Ontario Media Development Corporation and the Government of Canada through the Canada Periodical Fund (CPF) of the Department of Canadian Heritage.