NewsCorp partnered with Penguin Random House to boost the sales of their major newspapers – The Daily Telegraph, Herald Sun and The Courier Mail – by offering books as collectible gifts over a specified promotional period.
Using our beloved Roald Dahl catalogue, NewsCorp offered 14 “fantabulous” Dahl books to collect.
The first book to make up The Marvellous Roald Dahl Library was The Twits which, together with a Collector’s Case, was free with the purchase of a newspaper from participating newsagents, Woolworths and IGA stores. Subsequent books were available for $2.60 each over the two-week promotional period.
The promotion delivered strong circulation growth, high redemption rates and wide brand exposure for the mastheads involved.