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

Tourism Australia – Restaurant Australia

Tourism Australia and the Daily Mail teamed up to showcase the versatility of Australia for UK travelers, with the use of features, adverts, advertorials and a pop-up restaurant.

The objective of the campaign was to demonstrate that Australia is the destination for British travellers, to increase brand engagement and to boost visitor numbers from the UK.

Achieving this meant delivering a solution which exhibited the tangible benefits available to the consumer and also highlighted the country's regional cuisine, local produce and wine.

The partnership with OMD UK and AMV BBDO, resulted in a campaign spanning print and online, as well as taking the concept into the experiential – a pop up restaurant open for six nights.

Accompanying activity included a 32 page cobranded supplemented with exclusive content and a competition offering a luxury trip to Australia.

By working with the Daily Mail, Tourism Australia was able to deliver content to build advocacy amongst a targeted readership who trusted the Mail brand and also fitted in well with their own target audience, of ABC1 50+.

Key findings

  • 55% of people recalled the ads and 72% in the London South East regions recalled the 32 page supplement
  • The number of competition entries was the highest ever seen by The Mail on Sunday

The Mail was a terrific media partner and key to us reaching our target demographic of ABC1 50+. As well as the terrific campaign results, visitor numbers to Australia are also up 5% in the first eight months of this year.

Denise von Wald, regional general manager UK and Northern Europe, Tourism Australia

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