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

ŠKODA – Life on two wheels

With cycling increasing in popularity in the UK, ŠKODA teamed up with The Telegraph to communicate its lifelong heritage with bikes via Tour de France related activity.

As official sponsor and vehicle partner of the Tour de France, as well as a supporter of Ride London, Tour Series and the Tour of Britain, ŠKODA wanted to remind consumers of its humble beginning as a bike company and its ongoing involvement with the sport - cyclists aware of the association are 24% more likely to have bought a new ŠKODA.       

Known for its cycling editorial and event tie ups with Ride London and Tour of Britain, The Telegraph was chosen as ŠKODA's riding partner for this campaign, allowing the car brand to utilise the trusted and relatable environment of the newsbrand.

Together, the duo created the Skoda Cycling Club, where 21 members of varying abilities were challenged to ride a 'little bit of the tour' in the UK and share content of the experience in order to inspire others. The content was released throughout the Tour de France, alongside lifestyle features written by Telegraph editorial teams. Native ad units and competitions for Ride London and Tour of Britain prizes drove traffic to the cycling hub where the content was housed in an interactive map.

The campaign was supported by cycling channel sponsorship and Tour de France roadblocks throughout July.


  • +140% increase in consumers who strongly agree that ŠKODA has a strong cycling heritage
  • +55% increase in consideration for ŠKODA with +9% increase among all cycling fans

The Telegraph partnership is the perfect example of how knowledge and insight can be combined with innovative ideas to help develop an effective, targeted plan that resonates with the target audience. Skoda have been extremely pleased with the results to date and it provides a great platform for us to build on our sponsorship strategy for 2017.

Peter McLeod, communications manager, ŠKODA

Award winners 2016

2016 Award winners

All the winning case studies from the Newsworks Planning Awards 2016

Newsbrand effectiveness

Newsbrand effectiveness

Analysis of 500 econometric models, shows that advertising with newspapers increases overall revenue return on investment by three times.

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