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...