La Presse +

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Title

La Presse +

Advertiser:

La Presse

Year:

2013

Source:

Cassies

Product Category:

Entertainment / Culture / Leisure

OOH Format:

Outdoor

Country:

Canada

Objective:

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.

Target Group:

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.

Results:

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%.