The Guardian Weekly: Berlin Takeover

The Guardian, a British newspaper, boosted sales in Berlin, Germany, by 84%.

Campaign details

Brand: The GuardianAdvertiser: Guardian Media GroupAgency: OLIVERCountry: UK

Campaign Overview

When in Berlin, do as the Berliners do

The Guardian has a growing audience in Berlin. How could it promote the Weekly edition, abroad and on a tight budget?

Strategy

Having identified Germany as a growth market, the publication knew it had to focus limited budget to maximise impact. Berlin was chosen for its highly educated, English-speaking audience who share the newspaper's progressive values and match the wider Guardian Weekly target audience profile.

The campaign was...

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