TX Group gets it right

The leading daily newspapers, “Tagesanzeiger” in Zurich and “Der Bund” in Bern, are both produced by the media house TX Group (formerly Tamedia) and sometimes deliver confusingly similar content. However, they still report very locally and independently on relevant topics. To attract new subscribers, we developed a data-inspired direct marketing campaign that worked for both titles and could be used to advertise to various target groups individually. After in-depth data analysis, we selected the customer potential based on multiple indications and information available at the TX Group. This allowed us to focus on the relevant interests and affinities in the mailing, apart from matching the titles.