The Irish News

How do you make a dull newspaper interesting?

Challenge: The Irish News had a reputation for being dull and over-serious. So how do you change that - to encourage more readers to try it?

Solution: You cut up real headlines from specific days. And reassemble them in fun mashups. To give the paper a lighter tone - and show the range of topics in it. Our print and outdoor campaign boosted circulation - and won a PANI award.

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