Newspaper circulation is constantly decreasing. Therefore The Daily Telegraph created even more reasons for people to buy the paper through their Toy Story 3 promotion. I devised a multi-layered campaign to leverage News Limited’s promotion and support the highly anticipated release of Toy Story 3. The campaign aimed to capture the interest of parents and children alike as they collected the 15 Stick ‘em character figurines by purchasing The Daily Telegraph or The Sunday Telegraph. My role was to bring this to life through television, radio, press, print and digital advertising, and was supplemented with a highly interactive website. This approach brought the Stick ‘ems to life in an engaging and fun manner, much like the original Toy Story film. The promotion delivered significant incremental sales of both The Daily Telegraph and The Sunday Telegraph.
