Month in Content Marketing: July 2017
Eurostar has a new content partner, size? unveils major multi-platform campaign and BA pilots love their magazine.
Eurostar revamps content – chooses new agency after CMA-run competitive pitch – Eurostar is revamping and rationalising its approach to content after awarding a contract for maintaining its destination website and media sales activities to Cedar. The agency won the account following a competitive pitch launched through the Content Marketing Association’s CMA Advance programme.
The new partnership will see a revamped a Metropolitan magazine for customers on board Eurostar trains as well ongoing video, editorial and photographic content every month across digital, print, social media and eCRM channels.
In addition, Cedar-operated Eurostar Media will generate revenues by offering carefully selected brand advertisers a single media solution. The media portfolio will reach affluent and influential passengers across digital, ambient and print media, through on-board entertainment, and also through product placement opportunities in the lounges.
The appointment is a major addition to Cedar’s travel content portfolio content, which has added six new international clients in the past year, while also winning three British Media Awards and nine International Content Marketing Awards.
Together, the new content and media approach will bring to life Eurostar’s new ‘Travel State of Mind’ brand strategy, inspiring customers by introducing intriguing destination ideas, extraordinary connections and fresh perspectives to their journey.
Guillemette Jacob, head of marketing at Eurostar, said, “Cedar really demonstrated a future-facing model for Eurostar’s content and media that will truly enhance the customer experience. It showed a great understanding of our vision to engage travellers in a consistent and meaningful way across all touchpoints, and we are extremely eager to start this journey with Cedar for the benefit of our passengers.”
size? debuts a campaign that looks at the influence of culture on style – size?, the global footwear and apparel retailer, has unveiled Spaces in-Between, a multi-platform campaign that focuses on the intersection between culture and style.
The campaign will be delivered through premium magazines, a bold new website, and monthly podcasts, and is supported by cutting-edge videos, photography and illustrations from leading creatives such as Benedict Redgrove, Adam Cruft and Dan Emmerson. It will be helmed by TCO, the media company behind youth culture brand Huck and film brand Little White Lies.
size? Marketing and Creative Manager Peter Kellett says: “Spaces In-Between is an opportunity to build brand loyalty through a stronger relationship with our consumers. It’s a place for us to not only champion and document culture, but also to influence it. TCO, through their title Huck, know how to talk credibly to an audience of millennial tastemakers. Their premium execution also aligns with our positioning.”
Editorial direction for the campaign is being led by TCO’s Agency Editor, Michael Fordham, former features editor at Dazed and Confused. He adds: “Spaces In-Between is a colourful, celebratory documentation of culture – the stuff that draws us together rather than divides.”
The first stories to feature include hip-hop heavyweight Talib Kweli; the youth pushing fashion from the block parties of Portland, Jamaica; the local pride of whippet racers in the North East of England; and the European football fixtures in the 1970s that led to the boom in British streetwear. Culture-clash aficionado Don Letts hosts ‘Join the Dots’, a series of podcasts uncovering people who are creating culture, on the ground. The first episode features South London rising artist ‘Cosima’. The 100-page magazines will be distributed for free in all size? stores and through Huck’s network of neighbourhood distributors, with further articles, videos and digital content available at www.sizedefiningthespaces.com.
Civil service members magazine gets new publisher – Boundless, the magazine of the events and experiences club for the Civil Service and Public Sector, which has over 250,000 members and was founded in 1923 has a new publisher. Immediate Media Co, the special interest, content and platform company, has won a three-year contract to produce the members’ magazine.
Boundless is published six times a year and the 124-page magazine is mailed to all members, and covers UK and overseas holidays, cars and motorsport, family days out and stories from club members up and down the country.
The win followed a competitive pitch process, and includes a programme of digital content for the Boundless website. The magazine will be created by Immediate Bristol-based Branded Content team, who already publish member communications for English Heritage, RSPB, WWF and the Scout Association.
“We’re delighted to be working with Immediate on the next phase of our magazine and content programme,” said Boundless Marketing Director Shane Larkin. “Their experience of working with major membership organisations, as well as engaging special-interest audiences across print and digital, made them a great fit for Boundless. We look forward to working with Immediate to deliver great content to both existing and new members.”
The Environmentalist shifts to Redactive – The IEMA’s monthly membership magazine, The Environmentalist, will now be published by CMA member Redactive. The move follows a competitive tender earlier in the year.
IEMA (formerly the Institute of Environmental Management and Assessment) is the worldwide alliance of environment and sustainability professionals. It has a global membership of 14,000 individuals who are responsible for the environmental, economic and social sustainability of their organisations. IEMA members are active in 65% of FTSE 100 companies.
Redactive assumes responsibility for the multi-platform The Environmentalist magazine with immediate effect. In addition to publishing The Environmentalist in print 10 times a year, Redactive will also manage the magazine’s website and official jobs board – www.theenvironmentalistjobs.com.
Of this new partnership Tim Balcon, IEMA’s CEO, says “our magazine is an important and highly valued element of IEMA membership, read by an alliance of thousands of environment and sustainability professionals worldwide. That is why we have been incredibly careful to select the right long-term publishing partner and we know that Redactive is the perfect choice to deliver and develop the title.”
BA pilots love their magazine – Good news for The British Airline Pilots’ Association (BALPA) and its publishing partner CPL. A members survey conducted by the organisation has resulted in some very positive feedback about its magazine, The Log.
CPL won a competitive pitch last June to revamp the design of the quarterly title, which is written and edited by an in-house BALPA team. BALPA is the professional association and registered trade union established to represent the interests of 100,000 UK pilots. The Log reaches more than 85% of commercial pilots, as well as industry officials, international aviation bodies, other unions and MPs.
Some of the objectives of the redesign and launch included to make navigation throughout the magazine easier and rework the way in which content is presented to make it a more engaging read.
The members survey, completed last month, showed that 76% rated the new design as good or excellent and that over 20% of members are now reading more content than previously.
Commissioned by The CMA