Sun Herald Swing and Soul
The Sun-Herald the Fairfax Sydney weekend newspaper, have been promoting a CD giveaway over two weekends using print and TV advertising. The two CDs contained tracks by legends of swing and soul including James Brown, Louis Armstrong, Frank Sinatra, Marvin Gaye and Diana Ross. The CD give-aways were aimed at tapping into readers’ pursuit of relaxation during the weekend with the campaign highlighting the fact that well-known, feel-good music can complement a lazy Sunday afternoon.
The Swing and Soul campaign was developed by Sun Herald senior brand manager Rylie Bowe, Whybin\TBWA Sydney creative team Garry Horner and Matt Kemsley, with media handled by Initiative.