Pietermaritzburg and the Midlands’ quintessential newspaper, The Witness is introducing a new daily edition in the Durban market this year, and appointed Y&R Durban to conceptualise and implement the launch campaign.
Lindsay Leppan, agency managing director is thrilled to be awarded the business and commented, “It was a fun challenge to pitch on this historical brand, which was first published in February 1846, making it the oldest, continuously published newspaper in South Africa.”
Y&R South Africa’s Chief Creative Officer, Graham Lang added, “The launch campaign will aim to depict the newspaper as the new-look Witness designed for readers across the province. It will be executed across a full media schedule of all above-the-line and below-the-line, media and promotional activities to maximise the reach, plus drive response to purchase.”
The client is brave and has not been shy to experiment or embrace new technology. It prides itself on the fact that it was the first newspaper in the country to introduce augmented reality technology, allowing its readers to receive added value by making the product ‘live’ beyond its print deadline.
Launch issue will be on street on 20 August 2013.
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