


	IFRA XMA Cross Media Awards 2008 projects





	Company: New York Daily News
	Project name: The Stadium

	Topical category of the project

	A: Cross media campaigns for individual advertising customers

	General information about the publication

	Daily Newspaper for New York, with online presence at www.nydailynews.com. 2.5 million readers every day in print and 8m unique users monthly online.

	Project description

	A print and online campaign for Bank of American to celebrate the final year of the New York Yankees playing in their historic home at Yankees Stadium. It took the form of six glossy colour magazines published in the Sunday newspaper. There was replication of that content, along with considerably more stories, features, image galleries, video, statistics, historical editorial and interactive time line and maps on the dedicated website. It also featured message boards and user-generated photo uploads.

	The basic idea of the project

	The service was to deliver the Bank of America brand to a wider audience with exclusive marketing positioning through high-quality and exclusive content in print and online. The magazine reached over 3.7 million readers each Sunday. The promotion was also a driver for increased print circulation during the six weeks and brought additional page views to the website.

	Used media channels


	Newspaper		TV

	Supplement/Magazine		Online

	Web-TV / Video		Radio

The implementation

Editorial was the driver because the project focused specifically on quality content.
Print and web promotion were consistent and the campaign was supported by radio and television advertising.

Image(s)

Links

Project results

Online there were 34,074 unique visits and 143,455 page views