Having seen national press paying less and less contribution to enquiries and conversions, we were keen to not only start scaling back investment in national press, but also ensure money that was invested worked much harder.
Drive traffic to website and inbound enquiries to call centre in order to maximise booking conversion.
ABC1 Adults 45+ with an interest in walking.
As a newspaper title with the potential to bring Ramblers to a whole new user base, and one that had already seen some strong conversion, we approached The Telegraph with a proposal to create a bespoke year-long package across all reader touch points. These include print, online, tablet and live events. This commitment meant that Ramblers were one of the first advertisers to trial The Telegraph’s ‘First Impression’, the headline ad seen on the Telegraph home page for those coming in from Google. It also gave us the opportunity to leverage brand ambassador Julia Bradbury for an expert talk.
In addition to display activity delivering new users, enquiries and bookings, Ramblers recorded the highest day of web traffic to their site, only 3 months into the partnership. All guest places for our live event were filled within a week of registration opening and, with a full house on the night; it proved to be one of the most successful events that our colleagues at The Telegraph had ever seen. The campaign also secured us a Newsworks Planning Award 2016 for Best Newsbrand campaign.