INEWS CASE STUDY 10 JUNE

Branded Content

Designed with the reader in mind

Contents

Travel British Airways

p.6

British Airways Digital

p.12

Ramblers Association

p.18

Finance TSB

p.28

HSBC 1

p.34

HSBC 2

p.39

HSBC 3

p.44

Lifestyle Honda 1

p.50

Honda 2

p.56

Homebase

p.62

Contents cont...

Book Tokens

p.68

Champneys

p.74

Ladbrokes Grand National

p.80

Ladbrokes Super Saturday

p.90

Sport

Automotive Jaguar

p.106

VW

p.110

Sainsbury’s

p.118

EE

p.124

Wraps

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 to create a 4 page special on Madeira.

Our solution was to create a 4 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.

BA social campaign

BA trafďŹ c drivers

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 both 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 hotels, to North America, 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 trafďŹ c drivers across key sites complimenting inews.co.uk and created social posts to hit these targets. Each advertorial hit the guaranteed views with an average of over 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.

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 walks campaign.

Our solution was to engage our audience, with great content in the shape of a 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 £2000 to Venice.

The campaign resulted in more than 17,200 view of the content online 11,000 clicks, a dwell time of 1m 6s and over 1000 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.

They then used all available ad sites to promote their offer.

HSBC 1

HSBC 2

HSBC 3

The Campaign HSBC wanted to leverage our open minded, trusted and engaging editorial to open a conversation with new investors who want to learn more about what to do with their money.

Our unique market position and reputation as a non bias accessible newsbrand offered HSBC the perfect platform to deliver their message by running a series of How to’s about investing across both i and inews.co.uk

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; the brand messaging of “Engineering for Life� while also showing that their products are robust, professional and premium.

Editorial alignment was the best way for us to achieve this. The i team created a 4 page pull out and a full site take over of inews.co.uk offering practical, useful advice on gardening for for the autumn. Honda aligned their messaging with the i’s editorial style to engage with our audience to best effect.

Honda

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; the brand messaging of “Engineering for Life� while also showing that their products are robust, professional and premium.

Editorial alignment was the best way for us to achieve this. The i team created a 4 page pull out and a full site take over of inews.co.uk offering practical, useful advice on gardening for for the autumn. Honda aligned their messaging with the i’s editorial style to engage with our audience to best effect.

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 4 page special.

The combination of our ‘how to turn your uni digs into a home from home’ worked perfectly with the ‘back to uni essentials with Homebase’ 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 purchase furniture for their Children.

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 Alice Jones to create a 4 page pull out full of gift ideas to use your book tokens on.

They also used the opportunity to drive trafďŹ c to their competition to win a year’s supply of books.

They ran a 4pp centre pull out and a one day takeover of inews.co.uk.

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 4pp wrap of the paper in Black Friday week, with content designed to show off everything that a Champneys gift could offer, from Spa weekends, gift vouchers and beauty products.

Ladbrokes Grand National

The Campaign Grand National - 1st June saw the coming together of some of sports greatest rivalries.

L&C briefed the i to create a platform showcasing the days events and make Ladbrokes and Coral part of this historic day in sport; Liverpool vs Chelsea in the Champions League ďŹ nal, the Epsom Derby and the Joshua Ruiz ďŹ ght.

Ladbrokes Super Saturday

The Campaign Super Saturday - 1st June saw the coming together of some of sports greatest rivalries.

L&C briefed the i to create a platform showcasing the days events and make Ladbrokes and Coral part of this historic day in sport; Liverpool vs Chelsea in the Champions League ďŹ nal, the Epsom Derby and the Joshua Ruiz ďŹ ght.

inews.co.uk Jaguar Wimbledon takeover

The Campaign Jaguar wanted to ďŹ nd a way to really OWN the Wimbledon space for 2018.

We worked collectively with editorial to drive content to maximise Wimbledon page views for the 2 week duration of the competition, resulting in over delivery against the campaign objectives.

VW Front Half Takeover

Sainsbury’s

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EE

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