Ada: How a newspaper helped a nation heal the wounds of war
Agency: Leo Burnett Solutions ColomboAdvertiser: Wijeya NewspapersBrand: Ada NewspaperCountry: Sri Lanka
Objectives
Background into the challenge: Driving growth in a crowded category with 16 competitors and a shrinking readership base
The Lankadeepa, also published by the Wijeya Group, is Sri Lanka's top-selling daily newspaper; it is read by half the country. Sixteen other dailies, including Ada, fill out the rest of the category (Source: National Demographic and Media Survey 2013).
A victim of its own success, the...