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 - Thinking outside the box

How Virgin Holidays teamed up with The Telegraph to create an innovative ad on the front cover of Stella magazine, aimed at demonstrating the benefits of multi-destination holidays.

Engaging and informing customers of the benefits of a trip incorporating more than one destination, while creating cut-through in a cluttered market, was the campaign's objective.

Achieving this meant thinking outside of the box, in order to engage and inform readers in an exciting and innovative ad.

Harnessing the findings of UCL, PHD and Newsworks' Touching is believing research, Mannning Gottlieb OMD embarked on a media first – an un-foldable, box-like ad on the front cover of The Sunday Telegraph's Stella supplement, perfectly targeting ABC1 'Silver Backpackers' aged between 36 and 66 years.

By interacting with the ad, readers could build a bespoke holiday from a total of 36 options on the front cover alone, clearly and effectively showcasing the range of choices consumers have when booking through Virgin Holidays.


  • By stepping away from a traditional ad format, Virgin Holidays was able to achieve impact and stand-out
  • The response from Virgin Holidays was so good that for January 2016 Manning Gottlieb have been challenged to push the boundaries with further innovations

This innovative format helped us to showcase our Multi-Centre holiday offering in an engaging and impactful way, never done before by Stella magazine. It was well received around the business and an excellent piece of communication that we are all proud of.

Sarah Winter, marketing communications executive, Virgin Holidays

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