PowerWrap is a large-scale paper wrapped around the whole newspaper, carrying an advertising message. The masthead of the main copy still stands out, allowing the consumer to recognise their local newspaper. It also gives brands the flexibility of displaying offerings across a pre-printed, three-quarter, four-page leaflet.
PowerWrap aims to give brands an immediate interaction with the consumer because they need to physically remove the PowerWrap before reading the newspaper. The advertising format can be used for store openings, launches, and other uses.
According to Caxton and SPARK Media, the print-ovation has attracted advertisers who haven’t traditionally advertised in local newspapers before. It has become a medium for clothing retailers, particularly for store openings, fast food campaigns, and pharmaceutical products.
There is only one spot available per newspaper per week. Three of the Caxton’s papers (with a combined print order exceeding 100 000 copies) were sold for each week of the month, three years in advance.
"Our pharmaceutical customer was blown away by their PowerWrap campaign, reporting an immediate increase in market share by just under 10%," says Jaco Koekemoer, managing director of Caxton Local Media and Coldset Printing at Caxton Group.
"In December 2016, a top technology retailer pulled their TV and radio to run an eight-page PowerWrap around a million local papers. They experienced the best December in retail sales in the last nine years," adds Koekemmoer.
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