News & Opinion

Carat wins Mail Connected's £250,000 prize

Aegis Media's Carat wins Mail Connected's competition for £250,000 of media space in Mail newspapers.

Media agencies were required to partner with a client and describe in 250 words why their brand would benefit from using Mail Newspapers to drive online traffic. Carat's winning entry was submitted by Celine Davies, associated director, on behalf of Santander.

The bank will now partner with The Mail to measure the effectiveness of the campaign in driving traffic to Santander's website.

Rosemary Gorman, group ad director of Mail Connected, said: "We had a fantastic response to our competition, with entries received on behalf of 46 advertisers."

Zoe Bale, head of press at Carat, added: "It's a fantastic initiative by Mail Newspapers to demonstrate how print can drive and engage audiences online. Santander are over the moon with the win and we are all looking forward to seeing the results of the upcoming campaign."

The competition followed research commissioned by the Mail, which showed that ads in the Daily Mail and Mail on Sunday print titles encourage readers to check brands' websites.

The study, carried out by River Research among consumers looking to purchase financial or travel products, found that Mail readers were three times more likely to visit an advertiser's website than non-Mail readers.

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