CASE STUDY: Promotion of John Torode's Malaysian Adventure

Provided by Communication Partners Ltd.
Profit improvement agency CPUK create a cost effective multi-media awareness which saved the client 57% overall
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What was the Challenge / Background of the Campaign?

Communication Partners UK were tasked with producing a multi-media campaign to promote awareness of John Torode's Malaysian adventure in partnership with UKTV. CPUK focus is on creating profit improvement for their clients and so managed to create a cross media plan using Outdoor, Press and Digital for just £75k.

What was the Campaign Objective?

The objectives of the campaign were to build awareness of celebrity chef, John Torode's new cookery show on UKTV

What was the Solution?

The solution was a multi-media campaign which included: 4 sheet poster campaign on the underground (general distribution); quality and mid-market press titles - small formats for cost-efficiency and stand-out; magazine campaign using newspaper supplements, supermarket magazines and food magazines and digital campaign to support press activity, targeting 'foodie' audience. Added value: 1/2 pages in food titles upgraded to full pages at no extra cost; free digital activity in Metro; free space in Metro and Healthy Food Guide.

What were the Results?

Ratings were +38% vs slot average, with highest performing episode +150%! Overall saving to client of 57% (over 100,000!)

What were the Key Learnings of this Campaign?

Flexibility from the client enabled us to plan the most effective campaign which incorporated short-term opportunities. This resulted in increased reach, improved cost-efficiency and the overall success of the campaign.
BudgetReach & FrequencyTarget AudienceMedia Used
£51k to £100k
25 - 34
35 - 44
Both
All
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESS
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