At the Werchter rock festival, De Morgen wanted to uphold its reputation as Belgium’s most music-minded newspaper. They also wanted to attract new young readers at their festival stand. So we hired Editors, one of the headliners at the festival, as the paper’s new editorial team.
They put together a limited Festival editon with festival- and band-related content and exclusive photos. We held an ‘Edit your Tweet’-contest where fans could win a meet and greet at the festival. At the De Morgen stand, festival goers could win a De Morgen cardboard sign autographed by Editors.