PPR

BAE Systems: Owned Content & Custom Publishing

Challenge
Reach a target audience of government decisions makers for BAE Systems within a highly fragmented media landscape and fewer media titles.
Community Insight
Audiences want in-depth content in a format they can choose when to consume.
Solution
PPR launched a bespoke publications offering in 2015 with a unique partnership with the AFR. For BAE systems, PPR created an editorially-controlled 20-page custom magazine which was inserted into the AFR.
Outcome
More than 40,000 magazines distributed right into the hands of corporate decision makers Shelf life far longer than the traditional paper it sits in – stays in Qantas lounge and corporate receptions Run-ons and digital copies are used as successful internal and customer engagement tools