THE WYBORCZA NEWS TRUCK

Transcription

1 THE WYBORCZA NEWS TRUCK

2 Food trucks have become extremely popular in cities recently. This urban trend inspired us to come up with an idea for summer action.

3 We rented a van, branded it with our logo, and converted into a food truck. But instead of food we sold there the news (not always good, of course, but at least served with good coffee). And thus its name: NEWS TRUCK. THE WYBORCZA NEWSTRUCK

4 FUNCTIONS: The News Truck combined 3 functions: 1. it was our mobile office manned with our journalists whose task was to collect interesting material on the visited places, talk with locals about ups and downs of their areas, publish posts on our social media platforms and broadcast live on our website:

5 FUNCTIONS: 2. it was a selling point for our newspaper - Gazeta Wyborcza. To every sold copy we added a free coffee. There was a variety of products to choose: black and white americano, cappuccino, espresso, latte and, as it was the peak of summer season, iced coffee. We had two professional baristas in our team to make sure the coffees were always fresh and of highest quality. Just like our newspaper! 3. it was our huge outdoor advertisement

6

7 News Truck travelled throughout the Pomorskie region (the coastal disctrict in Northern Poland). Every day we were somewhere else. Sometimes we stopped in several spots a day. The nature of News Truck allowed us to change locations easily. What they all had in common was that there was always something interesting going on. We launched the News Truck on July 1st along with the start of the Open er Festival in Gdynia, the biggest summer music festival in Eastern Europe (with the line-up packed with stars such as Drake, Faithless and Prodigy, to name just a few).

8 We visited 18 cities and towns in our region. Among them were major cities Gdańsk (with a population of half a milion), Gdynia, and Słupsk as well as Baltic spa towns of Sopot, Łeba, Ustka. Our itinerary also included middle-sized Kashubian towns: Wejherowo, Kościerzyna or Kartuzy. We were in or around the main summer events happening in the region e.g. Magic Malbork - a huge laser and light show in the world s largest medival castle, Baltic Sail - a gathering of tall ships, football friendly between Lechia Gdańsk and Juventus Turin, Red Bull Flugtag in Gdynia, and many more.

9 The invincibe News Truck covered 5,500 kilometres in total. It is more than the distance between the East Coast and the West Coasts of United States. The Wyborcza News Truck was open daily including Sundays and public holidays, from early morning hours to late evening.

10 Every now and then we held fringe events around the News Truck, e.g. live cooking shows with famous chefs, or printing out of the front page of our newspaper with customised photo taken by our photographer on the spot.

11 Everyday we published articles in the paper edition of Gazeta Wyborcza Trójmiasto stating where we were and would be on the following day. Moreover, we wrote about the issues important to residents of places we visited, e.g. new investments, quality of living, events happening locally, etc. We also used mobile technology. We were in the Foodie mobile app tracking food trucks. Every app user could see our whereabouts. Our summer trip was widely covered on Facebook and Twitter, where we created special hashtags: #Newstruck and #NewstruckWyborczej. There were a total numer of 46 publications on the News Truck in Gazeta Wyborcza Trójmiasto and twice as many in our social media.

12 RESULTS: We treated the News Truck as an editorial action aiming at promotion of our brand, support of our sales and show us in a good way. THE BEST POLISH NEWSAGENT S We sold almost 10,000 extra copies of our newspaper over the period of 8 weeks. It is 181 copies a day on average. Therefore we can, without a shadow of doubt, call the News Truck THE BEST NEWSAGENT S IN POLAND (an average newsagent s sells about 6 copies daily).

13 Gazeta Wyborcza has typically strong readership in big cities. Thanks to the News Truck, not only could we show our brand there, but also in smaller towns where our main market rival (Dziennik Bałtycki) is particularlly strong. Our idea was so interesting, it sprung interest from other media, local (Radio Gdańsk) and national (Wirtualne Media) alike. Our brand was exposed in central squares and high streets - places where advertising is strictly prohibited on a normal basis. The eye contacts with our logo throught the summer could be counted in HUNDREDS OF THOUSANDS. And what is the most pleasant fact about it - it was for FREE!