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

P&O – Round World Cruises

P&O embarked on a campaign with The Telegraph and Classic FM to drive engagement and build awareness of its round the world cruises.

With customer insight showing that there is a two year consideration journey for a full round the world cruise, P&O needed to engage new guests, educate them on the offering and open a dialogue with them that could be continued throughout the long consideration phase. Increasing awareness of its multiple shorter, but still luxury, 'trip of a lifetime' options was key.

By partnering with The Telegraph and Classic FM to reach a core audience of ABC1 45+, P&O and the7stars created 'Round World Cruise Week', dedicated to building awareness, creating a story to inspire and educating on the multiple offers.

Focusing all activity into one week meant P&O could dominate on a daily basis, creating an 'event' feel whilst also driving high frequency. Utilising multiple platforms added a ubiquitous element to the campaign, while building efficient awareness.

A key party of the activity, running across both The Telegraph and Classic FM, was a daily competition to win a cruise, building up to the final day when a round the world cruise was up for grabs.

Key findings

  • The campaign drove a huge number of entries through The Telegraph, higher than any other competition running that week, and Classic FM saw the largest number of entries in the first week than any other competition they have run

The relationship newsbrands have with their readers is very strong. We knew that it could work really well for us if we could tap into their readership in an innovative way. The Telegraph worked extremely creatively and closely with Classic FM to deliver a truly integrated partnership, which successfully increased our Round World Cruise database by 5%.

Eithne Anderson, head of marketing communications, P&O

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