The Communications Practice

TCP created this unique 15 part book series, The Great Australian Wildlife Collection, in association with Discovery and Animal Planet.

Each book, produced from scratch, featured beautiful imagery of the most iconic animals from a variety of landscapes and environments across Australia with key information and facts written by Discovery Animal Planet’s wildlife experts.

Each book also featured 3D augmented reality experiences to bring the animals alive off the page when viewed through a mobile or tablet. The bespoke 15 part collection consisted of the following books:-

TCP was responsible for creating, managing and implementing this exclusive retail marketing program on behalf of News Corp Australia from content licencing and design of the books to the development of the Augmented Reality elements and production of 1.5 million books.

The 15 part collection was featured in every key News Corp metropolitan newspaper across Australia between February 7th – 21st 2021 including The Daily Telegraph and Sunday Telegraph (NSW), Herald Sun Sunday Herald Sun, Geelong Advertiser (VIC), The Courier-Mail, The Sunday Mail, Gold Coast Bulletin, The Cairns Post and Townsville Bulletin (QLD), The Advertiser and The Sunday Mail (SA), NT News and The Sunday Territorian (NT).

A different wildlife book was available each day over a 15 day period with newspaper purchase, redeemable at over 2,000 participating supermarkets and newsagents across Australia.

The collection was supported by a heavy weight TV campaign which ran on Foxtel, Networks Seven and Ten as well as on prime time Discovery and Animal Planet programming. PR including live broadcasts on Sky News and Channel 7 Sunrise with links to various zoos