IFRA Announces XMA Cross-Media Award Winners

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By: E&P Staff

IFRA, based in Darmstadt, Germany, has published the winners of its XMA Cross Media Awards for 2008. The focus of this year’s international competition was advertising. Publishers from 27 countries entered 66 projects.

“Some media houses are able to not just ‘play one instrument,’ but manage a whole ‘orchestra.’ They are not just selling space, they are consulting their customers for tailor-made solutions to achieve the best possible efficiency,” IFRA Research Manager and jury member Jochen Dieckow said in a statement.

Winning entries in the three size categories follow. All entries can be viewed at www.ifra.com/xma.

Daily circulation below 100,000 copies:
1st place: Herald Express News & Media, Plymouth, England.
Working as one unit, the editorial, online, advertising and newspaper sales teams of the paper launched the “Mod My Motor” competition. Marketing the project included networking with local and social Web site databases with registered user groups. Readers could win makeovers worth over 5,000 pounds for their cars.

2nd place: Bocholter-Borkener Volksblatt, Bocholt, Germany.
By handling traditional media formats along with the internet, SMS, Internet TV, shopping-centre TV), BBV offers one-stop campaign planning, design and implementation.

3rd place: Oberhessische Presse, Marburg, Germany.
A cross-media strategy, including video production, for new and loyal customers.

Daily circulation 100,000 to 250,000 copies:
1st place: MiD-DAY, Mumbai, India.
Readers could win a lunch date with a Bollywood star. Not only a great revenue source for MiD DAY, film producers now get involved with the initiative as sponsors, and it has created “fun” memories for its audience.

2nd place: Ringier’s cash (“cross-media marketplace for the derivative market in Switzerland”), Zurich.
The business and finance daily has established itself as an indispensible medium for advertising derivatives.

3rd place: Vecernji List, Zagreb, Croatia.
A media brand in print, online and mobile, Vecernji List has launched the photography competition project “Volim …” (“I like …”), attracting new advertisers and creating a deeper relationship with readers, according to one juror. Another called it an “intelligent brand extension [that] shows a good connection between reader and advertisers’ interests.”

Daily circulation more than 250,000 copies:
1st place: Verdens Gang, Oslo, Norway. A comedy and entertainment concept developed exclusively for VG’s platforms, “Gunvors Paske” was the first professionally produced TV-concept created only for web-TV in Norway.

2nd place: The Mail on Sunday, London.
The Mail on Sunday launched “Sainsbury’s Active Kids 2008” in co-operation with the U.K. supermarket chain with the idea of reinforcing Sainsbury’s positioning as the supermarket “that makes a difference to the community”.

3rd place: Axel Springer, Berlin.
A cross-media advertising platform for the premium segment via print, online, and TV, as well as mobile and POS, “Weltklasse” coordinates all resources: ad department, special-topics editing, graphics, media planning, direct marketing, online, and TV.

The IFRA XMA Cross Media Awards 2008 are sponsored by Adobe and Protec and supported by Atex, Funkinform, KnowledgeView, Nstein and media partner media partner Horizont.

Next year’s competition will focus on outstanding branding and design across all channels of a news publishing house. For more information, contact IFRA XMA Project Manager Michael Heipel at xma@ifra.com.

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