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Get in touchHistoric Newspapers: Father's Day Digital PR campaign
The Ask
Make Historic Newspapers relevant to Arsenal fans celebrating a title, England supporters heading into a World Cup and fathers everywhere in between, all in four weeks. As specialists in sport and culture PR, Square in the Air understood how to connect a heritage brand to live sporting moments without losing what makes it distinctive.
The Idea
For the Arsenal campaign, we called Paul Merson the morning after the Gunners sealed their first Premier League title since 2004, timed to the day against the On This Day anniversary of that famous 1989 First Division title decider against Liverpool. Merse was the only call worth making.
For the England campaign, we called John Barnes to discuss infamous World Cup moments such as the Hand of God and World In Motion with Barnes's legendary rap. The kind of football history that Historic Newspapers was built for.
Both campaigns ran across PR and social, with Square in the Air managing all talent procurement, photoshoots and interview sessions end-to-end. Our design team built a visual system anchored in the archive itself, high-resolution scans of real front pages, "Arsenal" and "England" headlines digitally layered into a high-energy rhythmic ident that scaled across short-form social and long-form YouTube.
The Output
37 pieces of online coverage. 84% backlink rate. Five pieces of national print, full-page spreads in the Daily Mirror, Daily Star, Daily Express, FourFourTwo and Liverpool Echo. Eight social-first video formats. One long-form YouTube piece. Eight SEO blogs.
Four weeks. Two campaigns. Two cultural moments that Historic Newspapers owned completely.
37
pieces of online coverage, 84% backlink rate
5
pieces of print coverage
8
social-first video formats plus 8 SEO blogs
