Trinity Mirror to launch Happli daily deals service

National and regional newspaper publisher Trinity Mirror is squaring up to the likes of Groupon and LivingSocial with a new daily deals service, backed by a heavyweight ad campaign.

Happli: Trinity Mirror publishes landing page
Happli: Trinity Mirror publishes landing page

The publisher has launched a landing site for the service called Happli and is poised to roll out the service regionally and nationally next week.

Happli will be led by Dave Raywood, the former digital commercial director at Trinity Mirror Regionals, who has been appointed to the position of managing director of Happli, and managed by a senior digital team.

The service offers members big discounts on products and experiences, such as beauty treatments and meals out.

It is understood that Trinity Mirror has been testing Happli regionally for more than six months and the publisher believes the depth of research and development it has undertaken for the service will help set it apart from its competitors.

The publisher will be offering deals at both local and national level to bolster its connection with local businesses through its regional newspaper titles.

It is understood that Trinity Mirror will unveil a heavyweight campaign, created by Creative Orchestra, to support the launch. A teaser campaign has been running online and in print since last week.

Trinity Mirror's entry into the daily deals fray comes amid intense competition not only from the likes of Groupon and LivingSocial, but also brands such as BP and Time Out, which have branched out into the area.

The sustainability of the companies' business models has come under question, exacerbated by Groupon's recent floatation.

In the UK, Groupon is currently being investigated by the Office of Fair Trading.

Facebook pulled out of the daily deals space last year. However last weeks its ads signalled that the social network giant still had intentions regarding the market.

Google Offers' UK launch will also test Trinity Mirror. Its UK launch date has not yet been released but it has been gaining traction in the US and increased the number of cities it is available in.

A spokesman for Trinity Mirror declined to comment.

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Lost in translation: when brand taglines don't travel

Lost in translation: when brand taglines don't travel

These might be some of the most memorable brand taglines in English but when they cross oceans, they mean something entirely different. We searched the depths of the internet to find the best, or worst.

Share
Traditional TV viewers predicted to drop as mobile fuels rise in online video

Traditional TV viewers predicted to drop as mobile fuels rise in online video

Linear TV viewing figures are set to drop worldwide for the first time next year, with online video consumption set to rise by 23.3 per cent in 2015, according to a report by ZenithOptimedia.

Share
The 7 deadly sins of brand management - and how to avoid them

The 7 deadly sins of brand management - and how to avoid them

Some of the most valuable assets a firm has are the brands it has developed. Brands create identification, differentiation and value for customers and shareholders alike. By influencing customer choice, creating a loyal and passionate following as well as commanding a premium for their products and services, strong brands can be key to great business performance.

Share

Get news by email