Brief

To devise a press campaign to communicate the launch of the new weekly insert published by Quotidiano Nazionale: QN Economia e Imprese, a 12-page insert issued every Tuesday providing an in-depth look at Economics, with emphasis on the values and success stories of Italy.
Therefore communicate the novelty and peculiarities of the new insert by encouraging readers to buy the newspaper and investors to purchase advertising space.

Strategy

The launch campaign was divided into three phases, in each of which the creativity was transformed into many different creative and striking topics, each representing an area of excellence in Italy. In the teaser phase, the aim of attracting the attention of readers was achieved thanks to the expedient of a fake double page inside the newspaper. The launch phase saw the creativity dominate the front cover thanks to the study of a fake cover, while for the maintenance phase it was decided to maintain consistency with the previous communication and reduce the insert to just one single page.

Creativity

The creative idea developed to communicate the launch aims to stimulate the readers’ pride of belonging, underlining the concept that in Italy there are not only the already well-known areas of excellence but that there is much more to be proud of. QN Economia e Imprese will highlight these situations giving greater value to the country that they belong to. “Your Country is much more”, this is the claim chosen and adapted each time based on the reference visual.