Het nieuwe Parool

The campaign is a huge success with a clear positive impact on both existing and potential subscribers. People once again view Het Parool as an open-minded, creative, progressive, enterprising and quality newspaper. This leads to a significant rise in interest in Het Parool. Both the stay intention of existing subscribers and the subscribe intention of potential subscribers increases. And that's not all: we generate far more leads than the target.

• The stay intention of existing subscribers increases from 58% to 82%.
• The subscribe intention of potential subscribers increases from 3% to 19%.
• We also create leads, many more than the target. Not the targeted 12,000, but nearly double that amount at 21,000.

Het Parool returns to its core: quality news from an Amsterdam perspective. The Amsterdam mentality must be perceptible in everything Het Parool does. Entrepreneurial, creative, open-minded, liberal, curious, afraid of nothing, optimistic and innovative. This is the Amsterdam perspective from which Het Parool views the world. So we announce the completely renewed Het Parool through print ads with sharp, bold copy. We sum up in just one or two sentences the newspaper’s character and its view on specific news-related topics such as arts and culture, crime, sports and the economy. In order to stand out in the crowded media landscape, we claim a clear position in the minds of our audience by opting for a recognisable style: a no-nonsense black-and-white design. With no photos, but only text.

Het Parool is an Amsterdam-based daily newspaper. It was first published on 10 February 1941 as a resistance paper during the Second World War. A newspaper of the people. A newspaper that tells it like it is. But in the last few years Het Parool has seemed to lose this reputation. People see Het Parool as a fun regional paper that you read in addition to a national daily paper. This image problem has impacted circulation: sales of the paper edition of Het Parool have been decreasing by dramatic percentages year after year. The need for Het Parool to change is greater than ever.

Het Parool turned 75 in 2016 and it seizes this opportunity to completely renew. This results in a new design, new content and a new strategy of becoming the high-quality newspaper that brings global news from an Amsterdam point of view. A cheeky and quirky newspaper that tells it like it is.

In order to get this message across, Het Parool asked us to create an integrated campaign that shows the renewed newspaper to our target audience comprised of well-educated readers living in or outside of Amsterdam. And to trigger them to try it.