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

Virgin Holidays and News UK - Unleash your mojo

How a rich content partnership with News UK helped Virgin Holidays to encourage consideration and recommendation across a broad range of holiday destinations.

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. Alongside this, Virgin wanted to move into more lifestyle focused content.

To change this, Virgin embarked on a partnership with News UK and launched their new 'mojo' creative in May 2013. The idea behind the campaign was that mojo is something which is inside everyone. A Virgin Holiday helps you find that best version of you and unleash it once again.

A photo competition was at the heart of the plan, with readers uploading photos via Instagram with the idea of "show us your #holidaymojo". The Times and The Sunday Times were able to deliver authoritative and engaging travel editorial encouraging readers to take part in the competition.

Key findings

  • The Times and The Sunday Times were able to deliver the reach and range of audiences
  • The click through rate on The Times' tablet app was 2.1% (significantly higher than the 0.4% average)
  • An impressive 2,042 photos were uploaded, against a benchmark of 750

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 has also enabled us to gather great user-generated content through the Instagram competition.

Sam Shamplina

Get in touch

120 Charing Cross Road

020 7839 8935


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