How a rich content partnership with News UK helped Virgin Holidays to encourage consideration and recommendation across a broad range of holiday destinations.
Virgin Holidays - Thinking outside the boxNewsworks
How Virgin Holidays teamed up with The Telegraph to create an innovative ad on the front cover of Stella magazine, aimed at demonstrating the benefits of multi-destination holidays.
With competition growing and market share shrinking, 2014 saw Waitrose harness the power of print to increase dominance and stand out in a cluttered market.
Unilever teamed up with Trinity Mirror to encourage communities to join in The Patron's Lunch celebrations, with a four-page pull out providing tips, tricks and recipes on how to host the ultimate local street party.
PHD utilised findings from its research project with UCL and Newsworks, on the power of touch in advertising, to drive unprecedented levels of engagement and Christmas sales for Canon.
Tropicana partnered with The Telegraph to split the facts from the fiction in the sugar debate and get a glass of Tropicana back on the breakfast table of families in the UK.
Virgin Holidays - Thinking outside the boxNewsworks
How Virgin Holidays teamed up with The Telegraph to create an innovative ad on the front cover of Stella magazine, aimed at demonstrating the benefits of multi-destination holidays.
With competition growing and market share shrinking, 2014 saw Waitrose harness the power of print to increase dominance and stand out in a cluttered market.
Unilever teamed up with Trinity Mirror to encourage communities to join in The Patron's Lunch celebrations, with a four-page pull out providing tips, tricks and recipes on how to host the ultimate local street party.
PHD utilised findings from its research project with UCL and Newsworks, on the power of touch in advertising, to drive unprecedented levels of engagement and Christmas sales for Canon.
Tropicana partnered with The Telegraph to split the facts from the fiction in the sugar debate and get a glass of Tropicana back on the breakfast table of families in the UK.
Dunkin Donuts India - Event & Activation Strategy IdeaSoumitra Roy
The following is an Event and Activation Strategy idea presentation for Dunkin Donuts India made by Advertising and Public Relations students of Indian Institute of Mass Communication, New Delhi
A fearless independent Brand Experience agency with in-house production. We deliver unique end to end campaigns for agencies and brands across the world. Combining operational precision with bold creativity, we bring people and brands closer together.
Committed to innovation and driven by experience, we turn the impossible into a reality.
Organic Sustainable Foods: Solutions for Health Crisis & Climate ChangeMaggie Jacobs
Super people deserve super foods. For Nutiva, it starts with organic, non-GMO farming—done without chemical pesticides or fertilizers. Our pure superfoods provide vital nutrition while accelerating the organic food movement.
Serving as catalysts, innovators and pathfinders, we inform and inspire, offering thoughtful solutions to planetary challenges. As these ideas take root, communities everywhere are strengthened. We’re B Corp and Green Business certified, holding ourselves accountable to sustainable principles by reducing our carbon footprint, becoming a zero waste facility, and donating 1 percent of our sales.
Join us in raising the bar for social and environmental responsibility. Together we can ensure a vibrant future by revolutionizing the way the world eats!
Nutiva. Nourishing People & Planet.
*Presented by John Roulac at Heirloom Expo in Santa Rosa, CA
PowerPoint created by Maggie Cole
Dunkin Donuts India - Event & Activation Strategy IdeaSoumitra Roy
The following is an Event and Activation Strategy idea presentation for Dunkin Donuts India made by Advertising and Public Relations students of Indian Institute of Mass Communication, New Delhi
A fearless independent Brand Experience agency with in-house production. We deliver unique end to end campaigns for agencies and brands across the world. Combining operational precision with bold creativity, we bring people and brands closer together.
Committed to innovation and driven by experience, we turn the impossible into a reality.
Organic Sustainable Foods: Solutions for Health Crisis & Climate ChangeMaggie Jacobs
Super people deserve super foods. For Nutiva, it starts with organic, non-GMO farming—done without chemical pesticides or fertilizers. Our pure superfoods provide vital nutrition while accelerating the organic food movement.
Serving as catalysts, innovators and pathfinders, we inform and inspire, offering thoughtful solutions to planetary challenges. As these ideas take root, communities everywhere are strengthened. We’re B Corp and Green Business certified, holding ourselves accountable to sustainable principles by reducing our carbon footprint, becoming a zero waste facility, and donating 1 percent of our sales.
Join us in raising the bar for social and environmental responsibility. Together we can ensure a vibrant future by revolutionizing the way the world eats!
Nutiva. Nourishing People & Planet.
*Presented by John Roulac at Heirloom Expo in Santa Rosa, CA
PowerPoint created by Maggie Cole
Whether your site is five pages or 500, it needs a strong foundation that plans for growth.
We’ll cover site maps, content strategy, user interaction and experience so you have a plan for your site now, and down the road. We’ll also touch on best practices for doing it all over again for mobile [hint: it’s not just shrinking everything down!].
Let's Predict the Future: B1 Predicting Needs and Riskslisbk
Slides on "Let's Predict the Future: Predicting Needs and Risks" for a workshop session on "Predicting the Future" held on 3 June 2014 at the SAOIM 2014 conference in Pretoria, South Africa and facilitated by Brian Kelly, Cetis.
See https://ukwebfocus.wordpress.com/events/saoim-2014-lets-predict-the-future-workshop/
Sponsoring outdoor events is a fantastic growth story. £700 million is being spent on the Olympics in London. But why? And what can brands hope to get for their money?
Presentation by Presentation by Keith Hall, CBO Director, at the Robert H. Smith School of Business, University of Maryland.
Since 1975, CBO has produced nonpartisan analyses of budgetary and economic issues to support the Congressional budget process. Each year, the agency’s economists and budget analysts produce dozens of reports and hundreds of cost estimates for proposed legislation.
One such report is the annual Budget and Economic Outlook, which is generally released each January and updated in August, and projects economic and budget outcomes under the assumption that current laws regarding federal spending and revenues generally remain in place. Those baseline projections cover the 10-year period used in the Congressional budget process. This presentation includes some key elements of those projections.
Anatomy of an Intranet (Triangle SharePoint User Group) October 2016Michael Greene
Presented at the Triangle SharePoint User Group (TRISPUG.com) on October 7, 2014.
While many people see the intranet as a pretty (hopefully) homepage, in reality the modern enterprise intranet is a complex animal of many moving parts. Structuring of the information within the intranet, how that information is presented to the user, how the user interacts with it, how the organization manages it, and the physical branding that sits on top of all of it are all critical conversations to have if an intranet is going to be effective. In this session we’ll explore the building blocks of a successful intranet and discuss common intranet pitfalls to avoid on your next intranet roll-out.
In a bid to reposition McArthurGlen as a destination fashion retailer, the brand hijacked London Fashion Week to prove it could replicate the latest trends with products from its outlets.
Describe what you think the company is doing right in regard.pdfadcrates2010
Describe what you think the company is doing right in regards to its marketing program. Relate
your post to what you have learned in your readings/lecture materials.
Subway's CMO on why the brand's transformation is just beginning Carrie Walsh details how the
brand experimented with new channels and collaborated with agency partners on a campaign
featuring top athlete: Published Aug. 11, 2021Subway last month rolled out the largest menu
update in its history, which was accompanied by an updated visual identity, store remodels, a
revamp of its digital ordering and the introduction of direct delivery. To promote the "Eat Fresh
Refresh" brand initiative, the QSR launched a star-studded campaign featuring four of the
country's top athletes Serena Williams, Tom Brady, Steph Curry and Megan Rapinoe - in what it
billed as a "never-ending" creative campaign. "This was a huge undertaking for Subway and we
wanted to underpin the creative with some of the biggest star power that we could, but really, they
were the supporting cast here - the food was the hero," CMO Carrie Walsh said. "But the athletes
we selected were chosen specifically because they embody that idea of the campaign, which is in
order to be fresh, you refresh, so we picked some of the greatest athletes of all time who have
constantly been upping their games to stay relevant."Relevance will be key as the brand works to
rebuild itself into a dominant restaurant player. Challenges from competitors and the closing of
restaurants have dropped the chain's share of the limited-service sandwich market from 41% in
2013 to 28% in 2020, per Technomic data cited by Restaurant Business. The brand refresh and its
accompanying campaign, also titled "Eat Fresh Refresh," is a major move by Subway to reverse
that trend. Below, Walsh, who joined Subway as CMO in October 2019 after stints at Pizza Hut
and Pepsico, among other companies, explains how the brand experiments with new channels,
collaborates with agency partners and manages the challenges of marketing during an ongoing
pandemic. The interview has been edited for clarity and brevity. MARKETING DIVE: What is the
core idea behind the campaign and the brand refresh?CARRIE WALSH: The "Eat Fresh Refresh"
was born out of the largest menu changes that we made in the company's history. When we
launched on July 13, we had more than 20 changes across our menu across all of our U.S.
restaurants, in addition to digital updates, and we wanted to develop a campaign that really
brought to life the scale of the changes that we were making to deliver a better guest experience
to all of our consumers. It's really a celebration of these big changes, the beginning of an ongoing
journey of transformation for the brand to build a better Subway. How do the marketing creative
and digital updates tie back into the refresh? WALSH: The creative idea was that it wasn't about
any one individual change that we were making, but rather, it was about the sum of all of the
differe.
What does a PR company actually do? This is our winning formula. Our set-up and a couple of case studies to set the scene. No jargon. Just straight talking, creative work.
Customers aren't for Christmas: a whitepaper from Cherry LondonPhemmie Wilkinson
This Christmas, brands will spend millions trying to entice customers to action – to choose their particular product or service over another, to get their message across, to get their Facebook post liked and shared...
Each will be trying to carve a unique space in people’s hearts “guaranteeing” their share of the Christmas buzz and spend. This year it has started earlier than ever – the blockbuster ads have been out for what feels like weeks, the mince pies are on the shelves and your Christmas ‘essentials’ could be found as early as August on some retailers’ shelves.
But just how important is marketing activity in getting customers to act? Is it even worth it or are people’s minds already made up? What can brands do to really connect? Does investment in a long term loyalty programme help?
And how can Brand Partnerships be used to help cut through in this increasingly over-whelming cluttered world?
Getting closer to the Great British publicNewsworks
How do we plan media in an era where disruption reigns, predictions are unreliable and the country is split into groups of people that apparently loathe each other? Newsworks teamed up with Flamingo and Tapestry to find out more about how the Great British public defines itself.
Marshall McLuhan’s seminal work is 50 years old. The core insight – that a medium shapes and ‘massages’ the message within it – once shaped communications thinking. Newsworks commissioned a combination of qualitative and quantitative research to investigate its relevance following the digital revolution.
New research from the UK's largest independent media agency, the7stars, in partnership with Newsworks, reveals that 63% of the nation want more serendipitous online content.
Peter Field analysed 108 UK cases from the IPA effectiveness awards databank 2012-2016, to understand the business effectiveness of UK newsbrands. This work builds on his previous analysis of 2012 and 2014 cases.
Mummy and Daddy, what did you do in the Truth War?Newsworks
Patrick Barwise, emeritus professor of management & marketing at London Business School, on how digital media have contributed to a 'post-truth' world.
Vodafone synced the unveiling of its first broadband product with no line charges with the opening of the 24 hour tube, creating the ‘The Late Night Standard’ with MEC and ESI Media.
Sony Pictures' extensive cross-platform partnership with The Telegraph resulted in the biggest box office returns for over 45s Bond has ever had, proving that nobody does it better than newsbrands.
With cycling increasing in popularity in the UK, ŠKODA teamed up with The Telegraph to communicate its lifelong heritage with bikes via Tour de France related activity.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
1.
NewsWorks
Planning
Awards
–
Best
Use
of
Content
–
Virgin
Holidays
and
News
UK
Partnership
Executive Summary
Print
has
always
formed
an
important
part
of
Virgin
holidays
marketing,
but
with
the
launch
of
their
new
mojo
creative
in
May
2013
we
embarked
on
a
partnership
with
News
UK
which
really
challenged
how
a
news
brand
can
use
their
platforms
to
produce
content
for
a
brand.
It
has
demonstrated
the
impact
a
multi-‐platform
approach
can
have
on
the
consumer
and
has
created
a
wealth
of
content
for
Virgin
Holidays,
which
they're
using
to
amplify
the
partnership
even
further.
Background and objectives
In
early
2013
Virgin
Holidays
identified
some
key
business
challenges
to
overcome.
Research
indicated
that
consumers,
while
believing
that
Virgin
holidays
were
strong
in
providing
holidays
to
the
US
and
Caribbean,
didn't
necessarily
appreciate
the
full
breadth
of
holidays
that
they
offered
to
more
eastern
destinations.
They
wanted
consumers
to
consider
them
for
their
full
scope
of
worldwide
destinations.
Alongside
this
they
wanted
to
move
into
more
lifestyle
focused
content.
Consumer
behaviours
are
changing
so
they
don't
necessarily
need
brochures
with
lots
of
prices
and
offers.
Instead
Virgin
Holidays
wanted
to
be
able
to
really
inspire
consumers,
but
they
didn't
necessarily
have
the
content
to
provide
this
on
their
own.
Insight and strategy
Virgin
Holidays
new
Mojo
branding
and
creative
provided
an
excellent
platform
to
work
from.
The
idea
behind
the
campaign
is
that
Mojo
is
something
which
is
inside
everyone
-‐
it's
your
best
version
of
you,
but
often
it
gets
lost
or
reduced
by
the
drudgery
of
daily
life.
A
Virgin
Holiday
helps
you
to
find
that
best
version
of
you
and
unleash
it
once
again.
All
the
media
around
the
launch
in
May
broadcasted
this
new
brand
position;
our
task
was
to
get
people
engaging
with
the
concept
of
Mojo,
as
well
as
demonstrating
the
full
breadth
of
destinations
which
V
Hols
offers
and
providing
credible
content
to
use
in
Virgin's
own
marketing.
This
need
for
content
is
what
drove
us
to
a
print
based
solution;
Virgin
wanted
to
be
able
to
use
the
content
in
their
brochures/
lifestyle
magazine
so
content
needed
to
be
credible
and
from
established
travel
experts.
Equally
as
we
wanted
to
shift
brand
perception,
regular
dialogue
with
our
different
target
audiences
was
vital.
The
Times
and
Sunday
Times
were
able
to
deliver
the
reach
and
range
of
audiences,
as
well
as
authoritative
travel
editorial;
a
long
term
content
partnership
with
News
UK
was
the
ideal
solution.
We
worked
incredibly
closely
with
New
UK
to
create
a
solution
which
answered
all
our
objectives.
At
the
centre
of
the
strategy
was
the
insight
that
readers
can
remember
that
feeling
of
their
best
self
via
photos
of
that
time
-‐
specifically
their
holiday
snaps.
If
we
could
get
readers
to
dig
through
old
holiday
photos
it
could
revive
that
feeling
of
Mojo
and
make
them
want
to
rekindle
this
through
a
Virgin
Holiday.
Combining
this
with
an
on-‐going
feature
in
Times
Mag
and
Sunday
Times
Mag
we
would
help
readers
identify
their
different
types
of
Mojo
and
give
them
inspiration
on
a
range
of
different
places
they
could
go
to
get
it
back.
2. The plan
The
photo
competition
is
at
the
heart
of
the
plan.
Each
week
we
ask
readers
to
"show
us
your
#holidaymojo"
by
uploading
photos
via
Instagram
and
each
month
the
best
are
featured
in
print
with
the
chance
to
win
1
of
4
incredible
luxury
holidays.
Virgin
hosts
the
competition
so
they
can
promote
it
socially,
and
use
any
content
uploaded
across
their
different
digital
channels
For
the
print
element,
it
was
important
not
to
produce
standard
city
guides;
instead
we
based
each
feature
around
different
kinds
of
mojo
that
may
live
inside
our
audiences,
be
that
the
self-‐indulgent
mojo,
the
high
octane
mojo,
the
intrepid
mojo
or
the
laid-‐back
mojo
and
show
how
and
where
readers
can
unleash
these
different
mojos.
Each
feature
has
the
same
look
and
feel
so
readers
can
identify
it
each
week
but
they
tap
into
a
broad
range
of
holiday
motivations
which
suit
our
different
audiences,
Because
such
a
big
part
of
this
partnership
is
the
content
sharing,
it
was
important
that
digital
platforms
were
very
much
integrated
from
the
beginning
and
tablet
played
a
big
part
here.
All
our
features
were
transposed
onto
the
Times
app
and
displayed
to
the
user
as
an
individual
magazine
so
they
look
even
more
like
they're
part
of
the
editorial
content.
We
then
made
this
platform
work
even
harder
by
adding
extra
content
here:
additional
photo
galleries,
blogs
from
Virgin
Holiday
experts,
videos
and
extra
offers.
Crucially
we
used
our
tablet
activity
to
close
the
loop
on
the
consumer
journey;
users
are
able
to
tap
straight
from
the
inspiration
of
the
content
to
browse
Virgins
range
of
holidays
and
the
results
have
been
phenomenal
with
engagements
smashing
the
Times'
usual
levels
(2.1
vs
0.4
CTR).
Additionally
users
are
able
to
click
straight
from
the
app
to
upload
their
photos
on
Instagram,
again
encouraging
higher
levels
of
engagement
and
making
the
consumer
journey
easier.
Results
We're
only
half
way
through
the
partnership
but
we've
already
had
really
positive
indications
on
the
success
of
the
campaign.
Against
our
1st
objective
of
producing
credible
travel
content
for
Virgin
Holidays
we've
had
15
destinations
covered,
produced
24
pages
of
content
in
print
and
86
pages
of
content
in
tablet.
We've
also
had
an
astounding
2,042
photos
uploaded,
against
a
benchmark
of
750.
Our
more
difficult
objective
was
to
encourage
consideration
and
recommendation
of
Virgin
Holidays
across
the
broad
range
of
worldwide
destinations
which
Virgin
offer
(not
just
US
and
Caribbean).
To
track
this
we've
commissioned
a
3rd
party,
CoG,
to
measure
the
impact
of
the
campaign
with
2
waves
of
research.
Client view
The
News
UK
Partnership
has
enabled
us
to
showcase
the
breadth
of
our
Worldwide
products
through
so
many
different
platforms
(web,
print,
iPad,
Times+)
and
also
enabled
us
to
gather
great
user
generated
content
through
the
Instagram
Competition.
Sam
Shamplina
–
Virgin
Holidays