Case studies

These advertising case studies showcase the best examples of newsbrand advertising across print and digital. Each campaign below demonstrates how newsbrands were used to deliver one of six communication roles:

Address an issue: focus on a specific issue or event

Build trust: consolidate or develop a brand's reputation

Change minds: change consumer opinion of a brand

Education & understanding: consolidate or develop a brand's reputation

Fame & stature: create the sense of brand momentum

Prompt action: cause consumer action, directly or indirectly impacting sales

Greenwich Peninsula – Where riverside living starts



























How Knight Dragon used newsbrands to drive awareness and differentiation of its new development on Greenwich Peninsula and generate sales leads.

Knight Dragon launched an ambitious redevelopment of the Greenwich Peninsula into a competitive and crowded London property market in September 2014.

The redevelopment project needed a media campaign to drive sales leads, raise the profile of Greenwich Peninsula as a destination and create stand-out in a crowded property marketplace.

The solution was to deliver an advertising schedule that was tactical, measurable and impactful, with newsbrands forming the backbone of a campaign incorporating multiple media and touch points.

Greenwich Peninsula is on track to achieve sales targets for the first phase, with the media campaign making a positive and measurable contribution to lead generation for the scheme.

Key findings:

  • Newspaper advertising achieved 54% coverage of Knight Dragon's high-income target audience during the four week campaign
  • 80% of call leads recorded for offline advertising were attributed to press activity
  • Googly Analytics showed distinct peaks in traffic and online registrations during days of press activity

We feel the return on investment in the form of enquiries and sales leads has truly demonstrated the value of newsbrands, and newspapers in particular, for projects of this kind.

Kerri Sibson, sales and marketing director, Knight Dragon Developments

Get in touch

Newsworks
120 Charing Cross Road
London
WC2H 0JR

Phone:
020 7839 8935

Email:
info@newsworks.org.uk

Keep up to date

Please take a minute to answer a few questions on our new website. The feedback you provide will help us make the website easier for you to navigate and ensure you can find the content you’re after. In addition, we’ll enter you in to a prize draw for a £100 Amazon voucher*.

Take Survey Not now Never