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Newcastle Brown Ale maximises impact with local print and digital strategy

Newcastle Brown Ale maximises impact with local print and digital strategy. Background. The ‘One and Only’ Newcastle Brown Ale (NBA) is nearly 80 years old and the best selling bottled ale in the UK. It is an international brand available in over 40 countries worldwide.

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Newcastle Brown Ale maximises impact with local print and digital strategy

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  1. Newcastle Brown Ale maximises impact with local print and digital strategy

  2. Background The ‘One and Only’ Newcastle Brown Ale (NBA) is nearly 80 years old and the best selling bottled ale in the UK. It is an international brand available in over 40 countries worldwide. With a limited budget and high expectations of increasing the huge affinity Newcastle Brown Ale has with its consumers in its homeland, a cross-platform campaign with the Newcastle Journal and Chronicle was the way forward. To increase their front of mind awareness and sustain brand strength in Newcastle, the brand sponsored the Newcastle Evening Chronicle’s sport section, ran a partnership advertising campaign and sponsored the icNewcastle sport and blog page. The campaign also included interactive text messaging on the sports pages which encouraged participation from its audience.

  3. The Campaign Newcastle Brown Ale ran a 5 month sponsorship campaign using a powerful combination of cross-platform properties from the Newcastle Chronicle and Journal (NCJ) to engage with its audience: • Newcastle Evening Chronicle’s sports pages • icNewcastle website • Text messaging The campaign included a range of original treatments including: strips at the bottom of each sports page, text message of the week promotions, Newcastle Brown Ale bottle tops on reporter’s bylines and a partnership advertising campaign with Newcastle Evening Chronicle. Newcastle Brown Ale also sponsored the Punters Panel on icNewcastle, giving readers the opportunity to air their views on the week’s football matches. The Research WoodHolmesGroup, an independent research company, conducted 14 depth interviews and 2 focus groups with 2 key target audiences for Newcastle Brown Ale. Firstly, males aged 30+ and occasional drinkers of Newcastle Brown Ale and secondly, the same demographic but those who drank Newcastle Brown Ale frequently. The research took place at the end of November 2006.

  4. Cross Platform Delivery Each element of the campaign delivered high levels of exposure for Newcastle Brown Ale. The press campaign reached 58%* of men aged 35-55, a key target for NBA, and the online element on icNewcastle generated 3.5 million page impressions. The Newcastle Evening Chronicle remains the primary source of local information and is complemented by icNewcastle for increased depth and updates. *JICREG 2007 “I read the Chronicle most days, but will go online to see if there have been any developments in stories I am interested in”

  5. “You’ve got to remember that the national tabloids are 24 hours behind the local paper” Media Brand Values Some of the key findings coming from the groups, show how the Newcastle Evening Chronicle’s heritage has built strong common values across all platforms; trust, authority, locality and involvement. These are unique to local media and are recognised by the Newcastle Brown Ale audience.

  6. Increasing affinity in the brand heartland The use of sport made the brand highly visible. The sports pages in the paper and online are often read before the front pages giving Newcastle Brown Ale huge visibility. The link between the brand and the paper was seamless and made perfect sense to the Newcastle Brown Ale audience. “I look at the paper to check the sports news although sometimes I might go online”

  7. Sales Despite a difficult market and reduced year-on-year media spend, Newcastle Brown Ale increased its market share in the beer and ales sector in the UK. In the Newcastle region, with a lesser year-on-year spend, sales growth was ahead of the UK average by around 4%. “If I had to sum up Newcastle in a few words they would be the Tyne Bridge, Newcastle Brown Ale and the Chronicle” *Source: Scottish & Newcastle UK Ltd. (NBA)

  8. “The NCJ sponsorship allowed us to reinforce Newcastle Brown’s historic affinity with consumers in the NBA homeland. We were encouraged by the combined impact of print and digital solutions which enabled us to communicate a consistent message to our various audiences.” Douglas Cook, assistant brand manager NBA, Scottish & Newcastle UK Ltd "The Newcastle Brown Ale campaign is another terrific example of an advertiser and their agency leveraging the cross-platform capabilities of regional publishers. The NCJ's print and digital platforms have combined to build a relevant and meaningful communication in Newcastle Brown Ale's heartland.“ Robert Ray, marketing director, The Newspaper Society To find out more about this case study or how a local cross-platform communications strategy can drive your business visit www.thewantedads.co.uk, or get in touch on 020 7632 7400 marketing@newspapersoc.org.uk The Newspaper Society, St Andrew’s House, 18-20 St Andrew Street, London EC4A 3AY. Tel: 020 7632 7400 Fax: 020 7632 7401

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