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

Watch: Marks & Spencer's latest food ad

Watch: Marks & Spencer's latest food ad

Marks & Spencer is releasing a TV ad for its food range as part of a dual-pronged autumn campaign that will also push the retailer's clothes.

Share
The X Factor returns with highest launch audience since 2011

The X Factor returns with highest launch audience since 2011

The 11th UK series of 'The X Factor' launched to a peak audience of 10.6 million, the highest for three years, according to unofficial overnight figures.

Share
Former FT chief executive Rona Fairhead hired as BBC Trust chairman

Former FT chief executive Rona Fairhead hired as BBC Trust chairman

Rona Fairhead, the former chairman and chief executive of the Financial Times Group, is set to become the next BBC Trust chairman.

Share

Get news by email