Campaign details
Brand: The GuardianAdvertiser: Guardian Media GroupAgency: OLIVERCountry: UK
Campaign Overview
When in Berlin, do as the Berliners do
The Guardian has a growing audience in Berlin. How could it promote the Weekly edition, abroad and on a tight budget?
Strategy
Having identified Germany as a growth market, the publication knew it had to focus limited budget to maximise impact. Berlin was chosen for its highly educated, English-speaking audience who share the newspaper's progressive values and match the wider Guardian Weekly target audience profile.
The campaign was...