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IFRA XMA Cross Media Awards 2009 |
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Company: South West Media Group Ltd |
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Project name: Kellow's Bootlaces |
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General information about the publication |
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The Express & Echo is a paid for weekly newspaper and is part of the South West Media Group. |
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Entry description |
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The launch of the Exeter Express & Echo's football fanzine-style TV show called Kellow's Bootlaces has broken new ground for the newspaper both creatively and commercially.
Although it has strong links to the print title, the programme is produced and marketed as a stand-alone venture. And, crucially, it has been self-financing from day one thanks to a sponsorship deal with national pizza chain Domino's.
The show, which is dedicated to our local football team, Exeter City, runs for around 30-minutes and is filmed in four sections. It features light-hearted banter about City and interviews with players and managers. It is hosted by City’s matchday announcer Barry Fulls and commercial board member Graham Kirk. |
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The basic idea of your cross-media design |
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One of the key factors behind the launch of Kellow's was the dearth of Exeter City coverage on the local TV news and the club's promotion back to the football league in 2008. While match reports, player interviews and analysis have been a staple of the newspaper for more than 100 years, even the club's website doesn't provide a similary comprehensive digital service. Echo Editor, Marc Astley, poached the programme from a local commercial radio station after spotting its potential to transfer to the small screen. We hope to attract a bigger audience to our website, as well as retaining our core print readership. |
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Used media channels |
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The implementation |
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The programme was launched in October last year and was set-up by the digitial team within our editorial department.
A major development has been the accompanying website which offers a whole host of exciting features. As well as a three-minute taster version of the show, there is an MP3 download, fans' forum, Teletext news and an on-demand archive.
The Kellows logo is used on our website and weekly football columns and is a strong and integral part of the branding. It was also used on our football supplement, aimed at a target market of 15 to 45-year-olds. |
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Image(s) |
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Links |
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http://www.kellowsbootlaces.co.uk
http://www.thisisexeter.co.uk
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Results of the design & branding implementation |
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Although it's early days, visitor numbers are growing steadily and the website has recently been updated to offer further commercial opportunities including video adverts and sponsored links.
In the first six months it has gone from 700 to 5,000 hits. Exeter City FC only get gates of around 4,000. The brand sponsors, Domino's Pizza, have also agreed to a second year of sponsorship. We also have other companies interested in sponsoring the brand.
We believe this is a first for a regional newspaper and a great example of how branding can help a traditional print business access new markets and audience in a challenging digital age.
The brand won the award for Website of the Year in the recent EDF Awards and was shortlisted for the Best Use of New Media category in the 2009 Newspaper Awards. |
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