Saga Radio & Mini Cooper Giveaway for The Herald

April 2005 saw one of our most successful promotional campaigns with Saga. This activity focussed predominately on the retail launch of their magazine within the Glasgow region.

In return for providing The Herald with a Mini Cooper to give away in-paper (and radio advertising), The Herald was able to offer Saga 11 consecutive days of concentrated branding and coverage, front page flashes and television commercials.

Saga was also afforded cross-promotional activity within the Sunday Herald and retainable supplements, in addition to a comprehensive out-door campaign consisting of newsbills, flyers and a range of on-street activity.

Results: With over 5,000 entries (used for data capture by Saga) and an increase in magazine sales, Saga were so delighted with the results that the same promotional mechanic is now being implemented across the UK.