Selling the cultural deal 12/17/18

By Jane Nicholes, SNPA Correspondent

In 2014 The Charlotte Observer started what could be described as an extended brew pub crawl by selling cards that offered customers tastings at between 15 and 18 local breweries across the city. Phyllis Weber, who recently left Charlotte to become advertising director at The Roanoke Times in Virginia, recalls how well the promotion worked.

"This one totally surprised us," she said. The paper made $13,000 in incremental digital revenue, selling about 650 cards at $20 apiece.

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