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

Ramblers Worldwide Holidays – Walking holidays around the world

How Rambler's Worldwide Holidays utilised trusted media to engage and inspire customers via a year-long partnership across all reader touchpoints, including print, online, tablet and live events.

Walking holiday specialist Ramblers Worldwide Holidays had a run of disappointing media results and was struggling to stand out from competitors. It needed to rethink its media strategy in order to drive responses, stimulate leads and attract new users to its website.

Focusing on its target audience 'Walking Partisans' – confident and cultured individuals seeking authentic travel experiences – December 19 and RWH created a media strategy based on the premise that 'Everyone's an expert', which utilised trusted media to engage and inspire customers through reinforcing RWH expert positioning. Newspapers were key to reaching Walking Partisans and supported the desire to build trust and reinforce expertise.

Identifying The Telegraph as a key performing title, December 19 set up a year-long partnership across all reader touchpoints including print, online, tablet and live events. Focusing on Ramblers Worldwide Holidays' strong heritage and expertise, the campaign utilised The Telegraph as a trusted brand in order to engage and inspire potential customers.

In addition to delivering a huge increase in leads, the campaign saw the brand record its highest ever day of traffic and host one of The Telegraph's most successful live events.

Key findings

  • The partnership saw leads from The Telegraph increase by over 360%
  • The Telegraph was the top traffic source to Rambler's Worldwide Holidays after digital marketing, responsible for delivering an increase in traffic of over 1100% and an increase in new users of over 1300%
  • Guest places for the event held were filled within a week of registration opening, with a full-house on the night

We were really impressed by the bravery and conviction of this entry, both in consolidating their approach and in trying new things

Rachel Eyre, head of marketing propositions, Sainsbury's

Award winners 2016

2016 Award winners

All the winning case studies from the Newsworks Planning Awards 2016

travel category 145

Travel effectiveness

Adding print newsbrands to the media mix improves overall campaign revenue return on investment by a factor of three

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