The Economist goes north for experiential activation

The Economist has teamed up with marketing agency Gekko to deliver a range of experiential activations in Manchester this weekend (4-5 April).

The Economist to bring activity to Manchester's Piccadilly Gardens (Flickr/Kevin Smith)
The Economist to bring activity to Manchester's Piccadilly Gardens (Flickr/Kevin Smith)

Gekko has been tasked to bring to life the benefits of reading the international business newspaper, as well as highlighting the ways readers can access digital content and promote subscriptions.

The activity will take place at a number of city centre locations, including Manchester Piccadilly Station, Piccadilly Gardens, St Anne’s Square, Market Street and Victoria Station.

The experiential activity will feature a branded mobile trike and brand ambassadors talking to commuters about the benefits of reading The Economist while distributing hot tea and coffee at each of the sites.

The trike and coffee cups will be branded with key messaging and a QR code to encourage consumers to visit The Economist’s subscription page online and take advantage of the 12 weeks for £12 offer. The team will also be using tablets on-site to sign up new subscribers and capture data.

Matt Cocquelin, EMEA senior marketing executive at The Economist, said: "We’re confident that this activity will effectively reach our target audience and allow us to highlight the many ways readers can access our content. We’re looking forward to seeing the results of this activity."

Daniel Todaro, managing director of Gekko, added: "By targeting these specific locations in Manchester, The Economist will show that it understands its audience and build upon its existing subscriber base. The activity will allow the brand to deliver multiple key messages about its products and offering to a key demographic over a two-day period."

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