The Sun plans Euros and Olympics assault

The Sun is planning to up its print run by more than 100,000 copies during the Olympics, while also plotting to sell ten of thousands of copies of the tabloid in Poland and Ukraine during the Euro 2012 Football Championship.

The Sun: to increase print run during the 2012 Euros and Olympic Games
The Sun: to increase print run during the 2012 Euros and Olympic Games

Rob Painter, marketing director at The Sun, has disclosed that the News International-owned tabloid is planning a double assault on the two big sporting events this summer.

He said: "It is all about taking The Sun brand where our customers are".

The football tournament, in which England are competing, takes place between 8 June and 1 July.

Copies of The Sun will be printed in Germany during the competition and News International has hired promotional staff to sell the paper during the tournament being held in Poland and Ukraine.

The Sun sold thousands of copies in South Africa during the 2010 World Cup, while the Daily Mirror also sold copies there. It is unclear if rival newspapers are planning to sell copies in Ukraine and Poland.

Painter said he was also "expecting an increase in demand for The Sun during the Olympics", likening the demand during the Games to that for a major football tournament.

The Sun is the UK's biggest-selling paper and, according to audited figures, reported a circulation of 2,624,008 in April.

Painter said The Sun was likely to increase the print run of the tabloid by around 100,000 copies on certain dates during the Olympics that it believes will resonate with the public, such as the day after star athlete Jessica Ennis competes.

Other papers are also expected to up their print runs during the Olympic fortnight.

Separately, The Sun is running a trade marketing campaign under the strapline 'Original Social Media'. The campaign will run across a number of print titles.

The five-week campaign aims to show that The Sun's stories influence conversations at home, work, in cafes and pubs, online, and across social media networks.

Painter said: "The Sun continues to fuel more conversations up and down the UK every day than any other media brand. That's why we call it the 'Original Social Media'."

The campaign was created by Grey.

Follow John Reynolds on Twitter @johnreynolds10

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


PHD co-founder Jonathan Durden reflects 25 years on

PHD co-founder Jonathan Durden reflects 25 years on

Who knew that a global phenomenon could be spawned from such humble beginnings? PHD co-founder Jonathan Durden takes a trip down memory lane.

Friday's lesson? We should all be more unprofessional

Friday's lesson? We should all be more unprofessional

What kind of time is 18:05 to you? Home time? Carry on working time? Bloody big glass of wine time? At Brand Republic we know it's often time to recoup, when the day's meetings are over and you can catch up on the most important developments of the day. Our 18:05 digest brings you the five things you need to know at the end of every day. Whether it's the top news stories, what's trending on social, what the wider media is saying or irreverent inspiration for your journey home - we've got it covered. And don't worry, we'll keep it short.

#MediaWeek30 set for bumper issue and party on 29 April

#MediaWeek30 set for bumper issue and party on 29 April

Media Week's 30th celebrations are taking shape, offering the chance for the UK's vibrant commercial media businesses to get involved.


Get news by email