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

VisitEngland – The Guardian brings you England

VisitEngland and MediaCom put the 'staycation' firmly on the radar and had a direct impact on people's holiday choices via a multi-platform content partnership with the Guardian.

With Britons making 36 million trips abroad each year, VisitEngland wanted to get the British public to take a fresh look at England and see that a 'staycation' can be an incredible experience.

Rather than just focusing on particular flagship destinations like the Lake District, the solution needed to have real breadth and depth, driving tourism across the whole country.

Working with the Guardian, Visit England and MediaCom unearthed a core group of 'independent indulgence seekers' for whom variety in a holiday is more important than sun and sea.

This group gains their holiday inspiration from newspaper travel sections and digital sites, and so VisitEngland and the Guardian created an entirely new editorial section solely focused on revealing the "variety and soul" of hidden England.

The campaign, which launched with a free calendar, was followed up by a series of editorial supplements and cover wraps, which were recreated across the Guardian's platforms. Digital activity was targeted according to time of day, based on what platform is most popular when.

The campaign was so successful it has become a permanent feature for the Guardian.

Key findings

  • In its entirety the campaign reached over 20 million people
  • Almost 800,000 unique users were generated by the VisitEngland tab
  • 39% of people that saw the campaign and booked a holiday said that it influenced their decision to do so
  • Of these people, 50% said that the campaign encouraged them to visit areas of England they hadn’t visited before

[The campaign] sat right at the heart of the travel offering, bringing credible, engaging content to the Guardian’s audience across all platforms and most importantly it changed perceptions and influenced travel bookings.

Tim Holt, marketing director, VisitEngland

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