Shoes pay off for Herald- VCPA Award
A WARRACKNABEAL Herald advertisement targeting shoes for sale at Warracknabeal Pharmacy was named winner of the best print advertisement during the annual Victorian Country Press Association “VCPA” awards at Melbourne on Friday.
Judge Diane Stowers said deciding a winner was a “dif?cult task”.
“All award categories included ads with good headlines and illustrations that showed the product in use,” Ms Stowers said.
Winning the under 2000 circulation category, the Warracknabeal Herald’s “Need a new pair of shoes” advertisement was described as a “clear piece of communication targeting a speci?c prospect with a strong offer”.
“The headline includes three of the ?ve proven headline ingredients: curiosity, the word ‘new’, and, together with the appropriate illustration, targets we women who always need a new pair of shoes,” Ms Stowers said.
Suggesting that the copy could possibly have been expanded to include more bene?ts of the shoes, like comfort and value, Ms Stowers said the urgency in the call to action was suf?cient.
“Assuming that a wide range of styles and sizes were available on the day, I expect the pharmacy would have enjoyed a healthy return on their investment,” she said.
Herald managing editor David Ward said it was an honour to receive such an award at state level from his advertising peers. “It is a good re?ection on the professionalism of our staff in the creation of an ad that works for our clients,” he said.
“The Herald has won these awards on a number of occasions in previous years and this win is a credit to Judi and the production team.”
The Yarriambiack region also cleaned up in the print and digital category, with the Hopetoun Courier Christmas subscription ad named winner of the Best Print or Digital House Advertisement, under 2000 circulation, award.