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Whole Latte News

The morning newspaper and a cup of steaming coffee are natural partners. When six new coffee shops opened in downtown Traverse City within twelve months, the Traverse City Record-Eagle decided to take advantage of this "morning" momentum.
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.