There’s no denying digital media is thriving. As consumers, we have news and noise at our fingertips. But research commissioned by the Gold Coast Bulletin showed us that, while Saturday paper sales weren’t as strong as they have been before, readers missed the feeling of connection provided by a physical paper, and everything it enables.
We invited Gold Coasters to reconnect with the Saturday paper and all of the experiences it places at your fingertips.
The result was the Rediscover Saturday campaign, run in print, outdoor, radio and online.
Using a unique double exposure photography technique, combined with emotive copy, we leveraged nostalgia and the longing for a simpler, more connected existence to remind people why they love the paper, and introduce this feeling to those who had never embraced it.