CASE STUDY: The Times and Barclays Promotional Partnership
Provided by News UK
Barclays chose The Times as their media partner to join them in launching their Life Skills Campaign, with exciting results.
What was the Challenge / Background of the Campaign?
Barclays wanted a media partner to join them in launching their Life Skills Campaign, a programme to facilitate work experience for 10,000's of young people across the UK. However, they didn't just want a platform to promote the campaign on but a media partner that had a natural editorial fit to facilitate a true partnership.
What was the Campaign Objective?
The objective of this campaign was to build awareness of the Life Skills campaign with a media partner that understood the proposition and were able to provide a natural fit within their editorial.
What was the Solution?
We embarked on a year long truly editorial partnership between The Times and Barclays. The investment allowed the editorial team to cover the campaign independently alongside a structured integrated advertising campaign using dedicated hybrid pages and supplements as well as a strong digital presence. The Times editorial team worked seamlessly with the Barclays Corporate Affairs team to produce content that both partners were proud to badge.
What were the Results?
The Times were able to add to their weighty reputation as the campaigning newspaper and Barclays have been able to make a real difference to work experience students as well as the companies that signed up and participated.
What were the Key Learnings of this Campaign?
Our interviews with top global CEO's, Barclay's ambassadors and kids taking advantage of the scheme during the partnership brought to the fore front the huge gap in work experience facilitation with thought provoking and relevant editorial.