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手ぬぐい Newyoku Times 2007年11月26日号 朝日新聞
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1800円
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RM1800
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手ぬぐい Newyoku Times 2007年11月26日号 朝日新聞

江戸の入浴文化をテーマに
2007年11月26日の夕刊で配布
した手ぬぐいです

★調べてみました
ぬぐいを四つ折りにして封筒に入れ、夕刊に折り込んだ
お風呂で読める手ぬぐい新聞を配れないか。伝統ある「日本らしい」アイテムである手ぬぐいをメディアにして、読者とのより密接なコミュニケーションをはかる初の試みが実現した。師走も迫り、朝晩の冷え込みが身にしみる昨年11月26日の「いい風呂の日」の夕刊に、東京都内で10万部、手ぬぐいを折り込んだ。

手ぬぐいは、新聞と同じブランケット判サイズ。東京ガス、ツムラのバスクリンの広告と、江戸時代の銭湯文化などを取り上げた読み物「江戸の入浴よもやま話」を深い藍(あい)色で染め上げた。

手ぬぐいを読者に届ける案が生まれたのは、例年この時期に組む広告特集「Newyoku Times」の企画を博報堂DYメディアパートナーズとともに練っていた夏前。広告主には打診段階から「面白い」と評価していただいたが、実現に至るまでにはいくつかのハードルがあった。

まずは夕刊への折り込みにこだわった点。今回は、家路に着いた読者にくつろいだバスタイムを楽しんでもらうために、夕刊への折り込みにしたかった。だが通常、チラシなどの折り込みは朝刊のみのため、販売所に負担がかかる。手ぬぐいの見本を手に、読者サービスにもなることを説き、何とか夕刊配達前のASAの作業体制を整えることができた。

折り込み方も思案を重ねた。手ぬぐいをそのまま折り込むとふにゃふにゃして作業しづらい。ビニールの袋に包むと、積んだ時や折り込む時に滑る。最終的に、四つ折りにして、「ゆ」と大書した封筒に入れることにした。
そしていよいよ迎えた11月26日。同日の夕刊には、本紙でも4ページの「いい風呂の日」広告特集を掲載、東京ガス、ツムラのほか、箱根小湧園ユネッサン、共立メンテナンスなど、お風呂に縁のある広告主にご出稿いただいた。
反響は予想以上に大きく、業界各誌や翌朝のテレビの情報番組でも、「なんと新聞にこんなものが折り込まれていました」と、驚きとともに取り上げられた。

*当時の物で希少
掃除をした時に発見しました
袋からは出してありました
未使用です
折り目は配られた時とは違うと思いますがそのまま折り目がついた状態に致します
折り目に黒く筋汚れがあります
長期保管 画像ご確認下さい
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