Trading Post: Saving an iconic brand that was as 'good as gone'

The Trading Post, originally an Australian classified advertising magazine, had already moved to an online-only format, but the business continued to suffer its long-term decline due to its lack of relevance and competition from well-established digital competitors.

Trading Post: Saving an iconic brand that was as 'good as gone'

Agency: The Monkeys

Advertiser: Trading Post

Author: Matt Michael and Fabio Buresti

Total Campaign Expenditure:$1 – 2 million

Strategic communications challenge

An iconic Australian business fighting for survival

The Trading Post had been a part of Australian life since 1966 as immortalised in the much-loved movie The Castle, in which the Kerrigan family pored over it for bargain buys. It was the must-read for Australian shoppers searching for just about anything. However by 2009, the then 43-year-old weekly had fallen victim to the global...

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