Branded Content
Designed with the reader in mind
Contents
British Airways
p.4
Ramblers Association
p.10
TSB
p.20
Flying Colours
p.26
Honda
p.36
Book Tokens
p.42
Homebase
p.48
Champneys
p.54
British Airways Digital
p.60
Jaguar
p.66
BA Madeira 4 page centre bound pullout
The Campaign British Airways wanted to run a South-only targeted campaign to challenge the price perception amongst their target audience that BA from Gatwick is not the most expensive short-haul carrier to Europe. BA chose to do this by partnering with the i Newspaper. Our solution was to create a four-page special introducing the i reader to the ‘Magic of Madeira’. Along with BA offers within supporting ads, they were able to champion their offering from Gatwick to Madeira, and put their competitive pricing at the heart of the story.
Ramblers Winter Walks 8 page special
Ramblers Winter Walks Ramblers wanted to raise the profile of the Ramblers Festival of Winter Walks and were looking to encourage a new generation of Ramblers to experience the joys of walking through their annual festive campaign. Our solution was to engage our audience with great content in the shape of an eight-page winter walks special. Published online and in print and filled with maps and Ramblers stories and insights, we created a real sense of exploration for all levels of walkers, culminating in a competition to win a trip for two worth more than ÂŁ2000 to Venice. The campaign resulted in more than 17,200 views of the content online, 11,000 clicks, a dwell time of 1m 6s and more than 1,000 competition entrants.
TSB 4 page Centre bound pullout
The Campaign TSB wanted to align themselves with personal loan content that could help position them as a trusted option in a busy marketplace. We worked with the client to agree on what kind of content would be useful for TSB to be aligned with, but also that would be useful for the reader to help them with their considerations when making a decision on personal loans. TSB then used all available ad sites to promote their offer.
Flying Colours 8 page centre bound pullout
The Campaign Flying Colours entered the market to disrupt the financial advice and wealth management industry. They were looking to target an audience who had £100k+ to invest to engage with Flying Colours and seek advice on wealth management, and to encourage consumers to move their funds over to Flying Colours. The i’s idea was to educate our audience, kicking off with an eight-page guide to savings under our new platform iinvest in print and online, followed by a series of advice columns written by CEO Guy Miles.
Honda 4 page centre bound pullout
The Campaign Honda wanted to position their products as reliable and trustworthy and attract new customers in a price-driven market. They wanted to highlight the high quality, long life expectancy, extensive warranty terms and the brand messaging of “Engineering for Life�, while also demonstrating that their products are robust, professional and premium. Editorial alignment was the best way for us to achieve this. The i team created a four-page pull-out, along with a full site takeover of inews.co.uk offering practical, useful advice on gardening for the autumn. Honda aligned their messaging with the i’s editorial style to engage with our audience to best effect.
Book Tokens 4 page centre bound pullout
The Campaign National Book Tokens wanted to position book tokens as the perfect gift to give this Christmas. They wanted to be positioned against relevant editorial so we went one step further to make sure it was the perfect alignment for their launch. We created a collaboration with i Arts Editor Alice Jones to create a four-page centre pull-out full of gift ideas to spend your tokens on, which ran alongside a one-day takeover of inews.co.uk. They also used the opportunity to drive traffic to their competition to win a year’s supply of books.
Homebase 4 page centre bound pullout
The Campaign Homebase wanted to showcase their range of affordable furniture available to university students for the start of their new year. Our solution was to align them with our editorial content and position their products around our Back to University four-page special. Our feature, “How to turn your uni digs into a home from home”, worked in harmony with the Homebase “back to uni essentials”creative. Due to the range of readers we have for the i newspaper, we were able to target both university students and parents looking to buy furniture for their children.
Champneys Cover Wrap
The campaign Champneys wanted a high-impact solution to achieve their objectives pre-Christmas. The challenge was to capture the Black Friday vibe and showcase their broad product range whilst maintaining their luxury brand status. Our solution was to create a sumptuous four-page wrap of the paper during Black Friday week, with content designed to show off everything that a Champneys gift could offer, from spa weekends and gift vouchers to beauty products.
BA Accor digital campaign British Airways partnered with the Accor Hotel Group to target holiday-goers to showcase the breadth of Accor price offering. The objective was to align the Accor and BA brand and entice readers to ultimately book holidays. BA collaborated with the inews.co.uk editorial team to create three online advertorials across the summer to promote their range of hotels, from long-haul beach resorts to North American, Canadian, and city-break hotels. Our promise to BA was to guarantee 5,000 views on each advertorial with an average dwell time of 1min 30secs. By utilising the JPIMedia network we placed traffic drivers across key sites complementing inews.co.uk and created social posts to hit these targets. Each advertorial hit the guaranteed views with an average of more than 6,200 across the three advertorials and the average dwell time for the campaign was 2min 42secs, over a minute better than their target dwell time.
BA social campaign
BA traffic drivers
inews.co.uk Jaguar Wimbledon takeover
The Campaign Jaguar wanted to find a way to really OWN the Wimbledon space for 2018. We worked collectively with editorial to serve up engaging content that would maximise Wimbledon page views for the two-week duration of the competition, resulting in over-delivery against the campaign objectives.