Targeting the dads

The annual RS&P Father's Day campaign, which for the past five years has been run exclusively through CNA, will this year also include Pick 'n Pay, Clicks, SPAR, Woolworths and other outlets, reaching 10 000 retailers around the country.
 
The promotion takes the form of a competition that puts readers in line to win a big-ticket prize for the price of a single copy purchase of one of the group's five consumer titles: CAR, Getaway, Popular Mechanics, Compleat Golfer and WINE. The prize this year is a week's stay for two at the six-star Prince Maurice Hotel in Mauritius, inclusive of flights, dinner and breakfast daily.
 
"The competition gives us an opportunity to add value to our predominantly male readership and is an excellent brand-building opportunity," explained RS&P group promotions manager, Dean Dicks. "It has proved highly successful for us over the past five years, lifting the June sales of our titles by 50 to 100 percent, and is sure to do even better this year with the roll-out to a significantly larger number of retail outlets."
 
The campaign reaches more than two million readers and a further 100 000 visitors to the magazines' websites.
 
It will be supported extensively through POS posters and units, window displays and other in-store promotions as well as press and radio advertising, backed by full-page ads in the magazines' June issues and banner advertising on their websites.