Objective
To maintain and build the newspaper’s profile in the key continental markets of France, Germany and Belgium. In the latter market,
people travelling to and from EU institutions were specifically targeted.
Strategy
A variety of formats were used, including CLPs, Billboards and Metro boards. The creative was run in English-language to highlight
that The Economist is written in English only. Sites in key transport hubs were cherry-picked to reach the desired audience
demographic, including the Brussels Thalys/Eurostar terminal. Other cities used were Hamburg, Munich and Frankfurt.
Result
The Economist has been a client of Kinetic’s for five years and OOH continues to form an integral part of its marketing plans.
Further activity included a kiosk network of CLPs in Paris, a Eurostar CLP network at Gare du Nord and Lille Europe, and there
will be hanging banners in the central stations of Berlin, Frankfurt and Hamburg.
