A coffee cart will roam Sydney's CBD over the next fortnight promoting the Economist in an attempt to boost sales and subscriptions.
The Economist are using free cups of coffee in an attempt to boost sales and encourage new subscriptions.
For the next two weeks a branded coffee cart will travel around the Sydney's CBD on weekdays distributing free coffee and content from The Economist.
Readers will also be able to use their phone to access articles through an electronic chip embedded in their coffee cup - the first time the newspaper has used near field communication in a marketing campaign. Coffee-samplers will also be offered a one-month introductory offer for a digital subscription and on-spot sign ups will receive a book published by The Economist called ‘Megachange – The World in 2050.'
The campaign follows a major sales push by The Economist across the Asia Pacific region, with campaigns running in Singapore and Hong Kong which also attempted to lure readers with free items.
The Economist’s circulation and group marketing director, Asia Pacific, Grace Hahn, said: ‘We wanted to create an experience, centered around our content, to engage with potential readers, that would be meaningful and memorable. The Economist experiential campaign offers people the opportunity to interact with The Economist brand and get a taste of the type of thought-provoking content they can expect from The Economist.”
Location updates are be available daily on The Economist Asia Facebook page.
