'The road to re-launch: Revitalising Reader’s Digest' for Reader’s Digest by Eulogy

Summary
In early 2010 Reader’s Digest filed for administration. Rescued by a venture capitalist, the new management team was tasked with revitalising one of the world’s most famous media brands. Key to
achieving this was attracting new advertisers and commercial partners to the magazine.

Reader’s Digest had a tough challenge. It had to:

• Combat negative perceptions about the business.
• Rebuild brand recognition and value.
• Demonstrate financial stability.
• Prove digital competence.
• Ultimately inspire advertisers and media agencies to reinvest.

Before Readers Digest identified the need for a PR agency, Eulogy! proactively targeted them with a strategy that we were confident would quickly deliver the commercial success that Readers Digest required.

Eulogy!’s 'shock and awe' strategy centred on demonstrating the value of Reader’s Digest and its readers to advertisers. Through a sustained media relations campaign we showcased Readers Digests’ unique understanding and relationship with its readers, the development of the magazine and its evolution online, and highlighted the strength of the management team behind the business.