La Presse +x
La Presse +
Entertainment / Culture / Leisure
La Presse launched La Presse+, a unique, interactive and free daily news app for tablets, delivering an intuitive news distribution and advertising platform. To succeed, LaPresse+ needed to reach a critical mass of readers in order to legitimately claim to be a mass media and increase usage frequency.
New readers in Quebec.
Strategy and Media Used:
The initial awareness-building campaign commenced April 2013 in the Montreal area, using television, OOH, web, radio, print, experiential, promotional and email.
During year one, weekly readership reached over 325,000, and then increased 39% in year two to more than 450,000. Of these, 14% had never read La Presse in any form previously. In two years, La Presse+ became a Quebec digital leader and increased its number of advertisers by 97%.