THE WYBORCZA NEWS TRUCK

Food trucks have become extremely popular in cities recently. This

urban trend inspired us to come up with an idea for summer action.

We rented a van,

branded it with our

logo, and converted

into a food truck. But

instead of food we sold

there… the news (not

always good, of course,

but at least served with

good coffee). And thus

its name:

NEWS TRUCK. THE WYBORCZA NEWSTRUCK

1.

it was our mobile office

manned with our journalists

whose task was to collect

interesting material on the

visited places, talk with locals

about ups and downs of their

areas, publish posts on our

social media platforms and

broadcast live on our website:

www.trojmiasto.wyborcza.pl

FUNCTIONS:

The News Truck

combined

3 functions:

2.

it was a selling point for our

newspaper - Gazeta

Wyborcza. To every sold

copy we added a free coffee.

There was a variety of

products to choose: black

and white americano,

cappuccino, espresso, latte

and, as it was the peak of

summer season, iced coffee.

We had two professional

baristas in our team to make

sure the coffees were always

fresh and of highest quality.

Just like our newspaper!

3.

it was our huge outdoor

advertisement

FUNCTIONS:

News Truck travelled

throughout the Pomorskie

region (the coastal disctrict in Northern

Poland). Every day we were somewhere

else. Sometimes we stopped in several

spots a day. The nature of News Truck

allowed us to change locations easily.

What they all had in common was that

there was always something interesting

going on.

We launched the News Truck on

July 1st along with the start of the

Open’er Festival in Gdynia, the biggest

summer music festival in Eastern Europe

(with the line-up packed with stars such as

Drake, Faithless and Prodigy, to name just

a few).

We visited 18 cities and towns in our region.

Among them were major cities Gdańsk (with a population of half a

milion), Gdynia, and Słupsk as well as Baltic spa towns of Sopot, Łeba,

Ustka. Our itinerary also included middle-sized Kashubian towns:

Wejherowo, Kościerzyna or Kartuzy.

e.g. Magic Malbork - a huge laser and light show in the world’s largest medival castle,

Baltic Sail - a gathering of tall ships, football friendly between Lechia Gdańsk and

Juventus Turin, Red Bull Flugtag in Gdynia, and many more.

We were in or

around the

main summer

events

happening in

the region

The invincibe News Truck covered 5,500 kilometres in total. It is more

than the distance between the East Coast and the West Coasts of United

States.

The Wyborcza News Truck was open daily including

Sundays and public holidays, from early morning

hours to late evening.

Every now and then we held fringe events around the News Truck, e.g.

live cooking shows with famous chefs, or printing out of the front

page of our newspaper with customised photo taken by our

photographer on the spot.

Our summer trip was

widely covered on

Facebook and Twitter,

where we created special

hashtags: #Newstruck

and

#NewstruckWyborczej.

There were a total numer

of

46 publications on

the News Truck in Gazeta

Wyborcza Trójmiasto and

twice as many in our

social media.

Everyday we published articles in the paper edition of Gazeta

Wyborcza Trójmiasto stating where we were and would be on the

following day. Moreover, we wrote about the issues important to

residents of places we visited, e.g. new investments, quality of

living, events happening locally, etc.

We also used mobile

technology . We were in

the Foodie mobile app

tracking food trucks.

Every app user could

see our whereabouts.

We treated the News Truck as an editorial action

aiming at promotion of our brand, support of our

sales and show us in a good way.

We sold almost 10,000 extra

copies of our newspaper over the

period of 8 weeks.

It is 181 copies a day on average.

Therefore we can, without a shadow of doubt,

call the News Truck

THE BEST NEWSAGENT’S

IN POLAND (an average newsagent’s sells about 6 copies daily).

RESULTS: THE BEST

POLISH

NEWSAGENT’S

Gazeta Wyborcza has typically strong readership in big cities.

Thanks to the News Truck, not only could we show our brand

there, but also in smaller towns where our main market rival

(Dziennik Bałtycki) is particularlly strong.

Our idea was so interesting, it sprung interest from other media,

local (Radio Gdańsk) and national (Wirtualne Media) alike.

Our brand was exposed in

central squares and high

streets - places where

advertising is strictly

prohibited on a normal basis.

The eye contacts with our logo

throught the summer could be

counted in

HUNDREDS OF

THOUSANDS.

And what is the most pleasant

fact about it - it was for FREE!