The Irish News of the World has a fearsome reputation for breaking stories. In early 2010 they announced a huge signing: They had secured Paul Williams, Ireland’s foremost crime journalist, from their biggest competitor. We were asked to develop an advertising campaign to highlight how Paul Williams, working with the Irish News of the World, would be an unstoppable team against crime.
Paul Williams has over 20 years experience in crime journalism. No other journalist has his intimate knowledge of crime in Ireland. We developed a campaign highlighting how his pedigree and the Irish News of the World’s commitment to breaking stories was a real threat to the criminal establishment. This multimedia campaign signaled his move.
The JNRS wont reflect the results for a few months yet but early indications are excellent. The campaign has caught the national consciousness being featured heavily in editorial comment.