In an effort to promote its own tournament coverage, UK tabloid newspaper The Sun created its own branded World Cup pub for Russia 2018.
The space, which was created at Shoredicth Studios in London, aimed to provide a unique, fan-friendly viewing experience and to bring to life the self-declared ‘friendly and welcoming attitude the paper is known for’.
The paper also brought in former England stars and its own football journalists to add both excitement and experience.
Opened for the England v Panama match, the pub is showing all of England games, as well as live conversations with the likes of David Seaman, Teddy Sheringham and Wayne Bridge.
The red top tabloid is also promoting other World Cup pub via its video channel.
Another aspect of the News International owned newspaper’s promotional campaign for its World Cup coverage included an online staff spot amplified across the brand’s own digital and social channels.
Comment:
As traditional physical businesses, such as shops and print media, struggle to compete against the digital and social tidal wave, one tactic regularly employed is to create compelling, unique in-person experiences that simply can’t be matched in the digital space.
This is another sensible smart way to approach that tactic.
It also adds multiple PR strands to the paper’s campaign.
But ‘friendly and welcoming’?
Really?
The Sun?
Links:
The Sun
https://www.facebook.com/thesun/
https://www.youtube.com/user/thesunnewspaper
