CASE STUDY: Enjoy England and Tourism South East
Provided by Independent News & Media
The Independent use print & online in a campaign to encourage readers to travel within England & in particular the South East.
What was the Challenge / Background of the Campaign?
In September 2008 Tourism South East and Enjoy England ran a campaign with The Independent and Independent online to promote their Time for Us campaign. Their objectives were to illustrate the Time for Us campaign and create a desire for readers to come and visit the SE, to drive readers to the Time for Us website, to create awareness for the regional partners and to create data-capture from the competition. Their target audience was couples aged 30 to 60.
What was the Campaign Objective?
The client wanted to promote their "Time for Us" campaign that specifically targeted couples interested in short breaks. They were also interested in collecting data and driving traffic to the Time for Us website.
What was the Solution?
The Independent created a 16 page Traveller plus supplement that sits within the Traveller Magazine. Written by our Traveller editorial team, the supplement was a collection of articles and features about inspirational places to visit and see in England and the SE.The supplement offered valuable editorial coverage of the specific locations that Tourism South East and Enjoy England wanted to promote. Advertising within the supplement drove readers to the Time for Us website and competition page. The replication within the Travel Channel also targeted our online audience.
What were the Results?
To judge the effectiveness of the campaign The Independent ran a post supplement digital survey using The Independent panel via e-mail. Of 455 respondents in total, 16% were aged between 35-44 and 64% were aged between 45-64. The research shown that in terms of awareness, 83% of respondents recalled the campaign (very high impact) and 40% read / 26% intended to read. 36% of respondents wanted to keep supplement for reference and 34% (over a third) would visit websites. To view full results of the campaign please view the attached document.
What were the Key Learnings of this Campaign?
In total 4,315 entered the competition. Of these, 2,299 opted in to hear from EE and 1,830 opted in to hear from a third party. Engagement with the content was a great success with dwell time in some of the articles of 02:45 minutes. Summary: The Independent campaign drove approximately 1000 users and readers to the Enjoy England competition website.