On Tuesday 16th February, DMG Media, publisher of The Irish Daily Mail ran a successful promotion offering readers a second copy of the newspaper inside that edition to give to a friend, neighbour or even a complete stranger as a random act of kindness.

The promotion was supported by a full spread campaign across print (The Irish Daily Mail, The Irish Mail on Sunday) Digital (MailOnline, EVOKE, Extra,ie) and radio (RTE, Today FM, 98FM, Spin, Limerick 95Fm Cork 106).

In addition to increasing sales by almost 10% and the opportunity to sample the newspaper to a wider audience, retailers welcomed the sales initiative which drove footfall on the day.

"We know the pressure everyone is under at the moment with many of us in need of a pick me up, so at DMG Media we wanted to make it as easy as possible for our readers to show a loved one that they care whilst also supporting their local newsagent," said Karl Byrne, Head of Sales for DMG. "For advertisers within the editions it increased their OTS at no additional cost. With people spending more time enjoying their newspapers during lockdown engagement has never been higher.”

DMG Media reminded all readers to stay within 5km of their home, always wear a face mask, and abide by all public health guidelines when gifting their second copy of the paper on Tuesday.