News Corp Australia has poured $1.5m into its latest print campaign in a strategic move to revive consumer interest in its collection of tabloid newspapers.

The media group launched its promotion over the weekend, offering newspaper customers a classic Hasbro board game for $3.50 with the purchase of a printed newspaper.

Promotional items from board game giant Hasbro are paired with a number of its tabloid papers across the country, including The Daily and Sunday Telegraph, Herald Sun and Sunday Herald Sun, The Courier-Mail and The Sunday Mail and eleven other titles.

News Corp managing director for metro and regional publishing, Damian Eales says, “Board games are a great way to bring families together; not only to engage in a bit of healthy competition but to create memories over a shared experience. 

Face-to-face time for any family is invaluable and we’re proud to give Australian families an affordable and fun way to come together via the Hasbro Mini Board Game Collection.”

[Related: Print hurts News Corp revenue]

News Corp’s efforts to promote its throng of print tabloids also saw the group offer Marvel comic books, children’s books and DVDs with newspaper purchases.

The mini-game promotion is supported by an ‘extensive marketing campaign’ across print, television, social media, digital and radio.

News Corp’s struggle to preserve its print division has often contrasted fellow media giant Fairfax’s forecast of digital-only models.

This week Fairfax revealed it has combined its digital crown jewel Domain with print, releasing a weekly magazine in Geelong, Victoria. Following its anticipated success of the new mag, Fairfax says it will eye publishing in other locations across Australia. 

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