Brief
Reinforce the Daily Mail’s position
as a family newspaper and drive
sales during a key recreation time
of year (Easter).

Mechanic
A “Family Movie DVD Collection” led
by Flight of The Navigator as a lead
cover mount and then 13 days of
further titles available by
token collect.

Results
An additional 450k copies on day
one (+20%).

2m+ extra copies sold over the next two weeks (av. +7% a day).

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