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The Economist tours Hong Kong in camper van to boost digital subscriptions

The Economist is making a play to increase its digital subscriptions in Hong Kong today, with a camper van serving coffee and a free one-month trial of the famous magazine’s mobile and online products.

The Economist camper van

The van will be appearing in different locations around the city’s financial district from today until 26 July. The locations of the van can be tracked via The Economist’s Facebook page.

The campaign invites Hong Kongers to take a picture of themselves in a photo booth by the van and use the social media hashtag #Stimulationforthemind. For those who don’t make it to the van, The Economist is offering free trials to its digital products on its website, economist.com.

The Economist digital offer

‘Stimulation for the mind’

The Economist has been on a major drive to boost its digital products as growth of its print product has started to wane. In an interview with Mumbrella last July, The Economist’s Asia MD Tim Pinnegar said he estimated print circulation would slip by two per cent over the next few years in this region, and digital uptake would be needed to plug the gap.

“We reckon we’ll see print circulation decline by two per cent over the next few years in APAC. Globally, maybe a little more, although in both cases the uptake of online, mobile and tablet will keep reader numbers up overall,” he told Mumbrella last year.

“The topline number is that we sell 1.5m copies in print globally, and 100,000 people read us on digital devices and online. But in three to four years, I expect the reader number to have reached 2m,” he said.

Today’s campaign was arranged by I Love with creative design by B2B marketing agency Band.

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