UK's Herald Express wins IFRA Cross Media award

The Herald Express has scooped the top prize for a small newspaper at the IFRA XMA Cross Media Awards 2008, which recognised multimedia advertising campaigns this year.

The Herald won first prize for its 'Mod my motor' project in which the paper teamed up with local businesses to create a microsite where readers could win the opportunity to have their car remodeled.

The publication, which won over 65 other entrants across three categories, was praised for efficient teamwork and marketing of the project, which included networking with local and social website databases.

"I love this idea. It leaps off the page, allows media to occupy a new place in people's lives, tries to reach a new audience and it's incredibly fun," commented awards judge Robert Cauthorn, CEO of CityTools.

The Mail on Sunday came second in the awards' large-sized newspapers category for its work to promote Sainsbury's Active Kids initiative.

"A great idea attracting the youth with a high awareness factor, which met the goals of the campaign, design was fabulous, a nicely implemented multimedia campaign," said judge Theo Blanco, senior sales and marketing director of Sweden's Upsala Nya Tidning, in a press release.

A full list of the award winners is available at this link.

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