Previous decreases in circulation had occurred because people avoid going outside when it rains.

This year´s rainy season was expected to be a very heavy one.

As a key objective Extra Newspaper needed to keep their circulation from decreasing, while creating a bond with the readers by helping them confront rain with the use of the newspaper itself.

This Special Edition became the media itself, and with it, we turned rain into an opportunity, giving people an additional incentive to keep buying Extra newspaper.

The Special Edition of the Extra newspaper for rainy season was taken to the streets through their regular chain of distributors.

Extra circulation not only did not decrease, it actually increased to 155,000 copies or by 12% compared to last year same season, surpassing not only rainy season sales, but sales of the regular season.

In addition, ads sales increased by 16% while this edition was available.

Umbrella Newspaper was a total success.

"We have to do it again next year" said Enrique Marques, Extra Marketing Manager.