Registrations are now open for the New Zealand Herald Advertising Challenge.

The contest calls out agencies to come up with ideas that change the advertising game utilising the Herald's many media environments.

"It provides our creative and media industries a great opportunity to try some of the next big ideas on and see what fits," said APN general manager of brand and comms, Sarah Kenny.

The annual event will showcase the opportunities for large scale, integrated campaigns that exist across Herald media channels, celebrating excellence in both creative ideas and media execution.

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The prize pool includes $250,000 of agency rate card media to bring the winning campaign to life and a trip for two members of the team to attend the Festival of Media Global 2014 in Rome.

Teams will also be playing for the Andrew McNally Cup, created as a tribute to APN's former group sales director.

Registrations are open until 28 February.

For more information and to register your team, click here.