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

Expedia - City Guides

Expedia teamed up with PHD and Metro to produce tablet city guides to engage with consumers and inspire travel.

The aim of the campaign was to inspire travel through interesting local insight and beautiful photography; and to deliver this to consumers in an innovative and engaging way.

Expedia and Metro produced tablet city guides, which significantly pushed the boundaries in terms of newsbrand tablet content.

The work demonstrates the creative possibilities of tablet advertising and showcases the significance of this platform for both publishers and brands.

The campaign was extremely well received and saw a sales increase to specific destinations featured in the guides.

Key findings:

  • There were 25,525 competition entries to win a £500 Expedia Hotel voucher
  • More than 600,000 views of the guides and over 18,000 interactions with the map
  • Expedia collected data opt-ins from over 4,500 people
  • There were over 200 social media shares about the campaign
  • Readers spent a total of 1,763 hours reading Expedia’s City Guides (that’s 10 weeks!)

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