


	IFRA XMA Cross Media Awards 2008 projects





	Company: Bristol News & Media Ltd
	Project name: Best of Both Worlds

	Topical category of the project

	A: Cross media campaigns for individual advertising customers

	General information about the publication

	The website of the Evening Post is www.thisisbristol.co.uk During May 2008 we had 191,163 visitors to the site who viewed 2,317,493 pages. Thisisbristol.co.uk is the most visited local website within the area. Our daily paid for title the Evening Post has a circulation of 51,287 and a readership of 142,789. Our weekly free publication, the Observer has a distribution of 165,769 and a readership of 246,670.

	Project description

	We have put together a structure where our sales people build in a minimum of a 10% premium to incorporate an on-line element. This then enables our salespeople to present this as a multi media advertising solution to all our customers.

	The basic idea of the project

	The basic idea of the project was to pull together a multi media package that would enable our sales people to present an in print and on-line solution to every customer. The reason we implemented ‘Best of Both Worlds’ was that we had a sales force who in the main had only ever sold our printed products and therefore a huge culture shift was necessary. We targeted all areas of our business but it was aimed predominantly at our display categories such as Retail, Leisure, Business to Business, Events and Sponsorship. We used the ‘Best of Both Worlds’ concept to attract new customers to both our printed products and websites, however we also used it as a way of encouraging our regular in print customers to incorporate an on-line offering within their campaign.

	Used media channels


	Newspaper		Online

The implementation

The advertising department was the driver of this project.
We trained all our salespeople on how to present both platforms, which included the ‘reach’ of an in print and on-line campaign, differing audience of each product, suggested campaigns based on low, medium and high impact and how to put together effective advertisements that work well across both channels.
Our salespeople were given the ‘Best of Both Worlds’ media pack to use in their sales presenters, which included a basic calculation table of prices (based on the minimum level of spend in-print and assuming the additional 10% would be used for the on-line offering).

Image(s)

Best Of Both Worlds Rate Card.pdf (1455 KB)

Links

www.thisisbristol.co.uk

Project results

Since the launch of this campaign we have seen an increase of 65% in our online revenue, from the Display areas of the business.
The ‘Best of Both Worlds’ sales approach has been a success, not only as it has helped with the transition of our sales force to Multi Media Sales Consultants but it has given the salespeople the confidence to present both mediums.
Since the launch of the campaign in November our page impressions have grown by 16% and we have seen an increase of 30% in the number of unique visitors to www.thisisbristol.co.uk
Many of our customers who initially signed up for the minimum package have now increased their budgets to incorporate a higher impact campaign on-line.