Working with Nouveautes USA, the paper offered gourmet coffee to new and old subscribers who signed up for twelve months of Record-Eagle home delivery using automatic bill payment.
The "Whole Latte News" consumer offer targeted well-educated, business professionals with an annual household income of $50,000 or more.
The choice of incentive, gourmet Gevalia® coffee (distributed exclusively by NouveautesUSA™), helped drive home the core selling point of the campaign – the price and duration of the E-Z Pay subscription. For $12.00 per month for 12 months, new customers received 12 packs of Gevalia® coffee.
The Record-Eagle promoted the campaign with full-color, quarter page ads every day for three weeks inside the Record Eagle. Smaller ads were used in niche publications and entertainment guides.
In addition to print promotion, a pop-ad was featured on the home page of www.record-eagle.com. The campaign ran in March in hopes that on those cold, damp days, the prospect of hot Gevalia® coffee would motivate people to respond.