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

Latest

Instagram to roll out carousel ad platform

Instagram to roll out carousel ad platform

Instagram, the photo sharing social media site, is rolling out its carousel ad platform globally to help brands be more creative and "push the boundaries" with their ads.

Share
Neptune ascends White Cliffs of Dover for National Trust campaign

Neptune ascends White Cliffs of Dover for National Trust campaign

Roman god Neptune erupts from the breaking waves that pummel The White Cliffs of Dover, towering hundreds of feet, holding his trident aloft, thanking the public for supporting the National Trust's save-the-coast campaign, and then popping back under the breaking waves.

Share
Vintage Unilever and John Lewis ads in 1920s newspaper promotion of Poirot mystery

Vintage Unilever and John Lewis ads in 1920s newspaper promotion of Poirot mystery

A newspaper warning of the 'Monogram Murders' is being handed out to Londoners, with the publication resembling a 1920s paper and even including ads from the era from the likes of Unilever, John Lewis and Fortnum & Mason. The murders, of course, are fictitious but are being used to promote and are the subject of HarperCollins' new Hercule Poirot mystery.

Share

Get news by email