In what it's billing as an Australian first, Go Natural has bought out an entire edition of New Idea magazine for the launch of its national 'Goodness Tastes Better' campaign via The Library.
The 17-page buyout aims to target New Idea's "captive audience" of two million weekly readers. Go Natural general manager of sales and marketing Joel White said the concept was designed to deliver "immediate momentum" ahead of a TV and online push.
"We needed to deliver our brand message ‘Goodness Tastes Better’ to market quickly and effectively,” he said. "We worked with The Library on the concept of owning a whole edition of the magazine and were really excited. The demographic is perfect for us and who wouldn’t be happy with the idea of no other advertisers appearing in a magazine that reaches the people we need to so effectively?
"It was also great working with New Idea and seeing all main editorial sections such Food and Health published with a 'natural' theme. This helped create the ideal editorial environment for our brand."
Other aspects of the integration include branding in the Supercross crossword puzzle where the solution spelled out the brand name 'Go Natural'. "Such a seamless integration of our brand in one of the most influential magazines for our target demographic nationally delivers critical mass right at the launch of this campaign,” White said.
