News & Opinion

Day of influence: Shift 2014

The idea

This year UK national newspapers united to create their very own Super Bowl moment for the first time - a 'Day of influence' - giving advertisers the opportunity to reach an audience of 20 million people in one day.

In an unprecedented move, six leading newspaper groups collaborated to create a unique package across all of their platforms on a single day. A competition, devised by Newsworks, offered agency planners the chance to win the 'Day of influence' package for an idea or campaign, which could be transformed by influencing 20 million people.

The shortlisted planners were required to pitch their idea at Newsworks Shift 2014 conference in April, before an audience vote decided on a winner.

The winning campaign will run across all major UK newsbrand platforms – print, tablet, online and mobile – on Friday 29 August 2014 in titles from Guardian News & Media, Independent Print, Evening Standard, Mail Newspapers, Trinity Mirror, News UK and Telegraph Media Group.

The winner

Emma Callaghan, PHD

Brand

Expedia with Philippines Tourist Board 

Entry title

Expedia driving tourism to the Philippines

Emma's entry

The 2013 earthquake and typhoon in the Philippines affected 14 million people and devastated communities. In the Philippines tourism accounts for 6% of the GDP and 8% of the country's employed population and therefore has an important role in the economic recovery of the country.

Lack of awareness and misconceptions often mean that even unaffected areas suffer a decline in tourism. Although popular destinations such as Osaka, Kyoto and Mount Fuji were outside the area affected by Japan's 2010 earthquake and tsunami disaster, by April 2011 international visitors to Japan were down 63% on 2010.

As the world's largest online full-service travel agent, Expedia is intervening to correct misconceptions and support the recovery of tourism by working alongside the Philippines Tourist Board. Expedia can leverage its global media platform and employee network to help rebuild the tourism industry and in turn aid economic growth and recovery. 

To implement this, Expedia is sending customers and employees to the Philippines to discover more about the destination and report on their experiences. The aim of this is to create content which in turn will be used to promote the Philippines and the work Expedia's charity partners are doing there, supported by employee and customer fundraising. The customers and employees will be tasked with collating content including video, photography, diary entries and reviews for Expedias blog.

From this, Ogilvy will create a number of different ads across print, desktop and tablet to showcase the unique landscape and stunning islands. Within print we would look to run a number of different formats including 25x4s, half pages and full pages all showcasing eye-catching photography (eg beach, city, wildlife, jungle, cuisine) and positive messages or interesting facts about the Philippines as a holiday destination (eg theres more than 15,000km of beach). These ads will also appear on desktop and expandable formats will allow for more explanation and education about the Philippines and why tourism is so important. The content will also run across tablet. There will be video available which will run as pre-rolls on newsbrand websites and within the tablet ads. All online advertising will link to Expedias blog where the special content about the Philippines and the project will be hosted.

Expedia will be running exclusive discounts and offers with the Philippines Tourist Board. We will also run a competition to win a trip to the Philippines from Expedia … this will be pushed through the print and online formats and the entry mechanic will be through social media.

The campaign will be unlike any of Expedias other advertising campaigns in newsbrands. We will track all of the online activity, monitoring traffic to Expedias Philippines content blog as well as competition entries (the competition will only be advertised through the newsbrands campaign).

The Day of influence is the perfect way to highlight the work that Expedia is doing and showcase the Philippines as a fantastic holiday destination especially as the target audience is ABC1 Adults, making newsbrands the perfect channel for this campaign.

Seeing as this is a test case and is not being advertised by Expedia anywhere else, it should provide a fantastic case study to prove the power, reach and influence of newsbrands.

Watch Emma at Shift 2014

by Emma Callaghan 10/04/14

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