News Ltd appears to gave kicked an own goal in NSW with their Travel Australia DVD giveaway at the weekend. Newsagents are hunting down space copies so they can satisfy customer requests. The TV advertising appears to have been less than clear as Jarryd Moore comments at his blog. Newspaper promotions are meant to support not damage a brand.
In Melbourne it was a different story – News Ltd gave away the Make Poverty History DVD with the Saturday Herald Sun. Customers loved it. In our newsagency we had plenty of stock and enough spares for customers coming in today even to collect their free copy – nothing unusual in that since most News Ltd Victorian promotions are well managed.