Month in Content Marketing: May 2017

June 1st, 2017

P&O debuts new retail magazine, Sky partners with Fitbit for new series and the IoD’s Director magazine is to get a revamp.

P&O Ferries debuts new retail magazine – At the end of May P&O Ferries launched its new onboard retail magazine The Collection.

Created in partnership with content marketing agency Cedar, the new title showcases the very best of P&O Ferries’ onboard product range, as well as providing lifestyle tips and travel ideas to its 10 million customers.

P&O appointed Cedar as its new content partner for its onboard retail publication earlier this year and gave it a brief that included a new strategy and delivery of the company’s onboard retail magazine. The latest incarnation of the magazine has been furnished with a new design, fresh editorial content and bespoke photography.

Nicola Tompkins at P&O Ferries said, ‘Cedar has brought a fresh and exciting approach to P&O’s onboard magazine, combining the very best in retail science with some fantastic new creative ideas which we know our customers will love. We can’t wait to get started.’

Cedar’s editorial director Maureen Rice said, ‘It’s wonderful to be working with P&O Ferries to take its content to the next level, starting with this exciting relaunch of the onboard retail magazine. We’re looking forward to inspiring shoppers and showcasing P&O’s amazing brands across all of their routes.’

More here.

New health professionals website The Community Practitioners and Health Visitors Association (CPHVA) has launched a new content-rich website. ( which was designed, built and managed by CMA Redactive has been developed from Community Practitioner (CP), the official journal of the Community Practitioners and Health Visitors Association (CPHVA).

The Community Practitioner journal is published monthly and circulated to over 19,000 health visitors, school nurses, community nursery nurses and other healthcare professionals working in community settings.

The new website contains all the latest news, views and analysis from the journal, as well as exclusive web-only content, providing CPHVA members with valuable support.

Gavin Fergie, a lead professional officer at Unite, says ‘Unite-CPHVA are delighted that with the support of our publishers Redactive, we are launching the newly enhanced website of our Community Practitioner journal.

‘This new platform will add another dimension to the print and digital editions of the Community Practitioner journal and will enable Unite-CPHVA to offer to our members and readers even more news and opinion, clinical updates and professionally relevant research that will educate, energise and empower.’

More here.

Airbus to launch employee print magazine – Airbus, a global leader in aeronautics, space and related services, has announced a July launch of new global print publication for its staff. The magazine, which will be produced by CMA member Cedar, will be available in four languages to accommodate a diverse audience of people based around the world.


Aline Vuillequez, Head of Employee Communications, said, ‘Cedar showed us an exciting strategic and creative vision for our internal content that will truly engage our staff across both digital and print platforms. We’re very much looking forward to sharing the new Airbus magazine with our employees and can’t wait to see how they respond to the new approach.’

Cedar’s Business Development Director, Joe Costello said, ‘From the very first meeting we knew this was going to be a fantastic partnership and we are so excited to be part of communicating Airbus’ vision to their global workforce. Airbus is a prestigious, iconic and innovative brand, and we’re looking forward to bringing that spirit into the heart of their internal content.’

More here.

Cathay Pacific launches Discovery website – Cathay Pacific has launched a new travel inspiration destination for the airline: a digital version of its print magazine Discovery.

The website will house travel features, interviews and photography which are also published in Cathay Pacific’s Discovery and Cathay Dragon’s Silkroad, but will also include exclusive features and content not available in print, including multimedia articles, video and audio.

The magazine will be produced by CMA member Cedar Hong Kong, which also produces Cathay Pacific’s suite of inflight magazines that includes Discovery and Cathay Dragon’s Silkroad.

‘Cedar is delighted to be able to showcase its digital capabilities with this new website for Cathay Pacific, meaning users can now enjoy all the great content from Discovery and Silkroad on mobile and desktop,’ says Cedar managing director James Mastin.

‘We hope this site will become a go-to planning site for customers and will inspire future travel with Cathay Pacific and Cathay Dragon,’ says James Evans, General Manager Product at Cathay Pacific.

More here.

Sky teams up with Fitbit for new VOD series – Sky has announced it is partnering with Fitbit for the second series of its VOD exclusive ‘Fit in 5’ series. This will be the first time Sky has worked with a partner to create a short-form funded content series.

The ‘Fit in 5’ series aims to get people fit in only five minutes per day and is exclusively available to Sky customers on On Demand, Sky Go and Now TV. TV presenters Lisa Snowdon and Sarah-Jane Mee will feature in the episodes, hosted by Personal Trainer Marvin Ambrosius to get their heart rates pulsing in the five-minute sessions which incorporate fat burning, cardio and heart rate zone work outs.

The campaign will run over a series of 18 ad-funded episodes to be premiered on Sky’s On Demand platform for six weeks, beginning from today. It will then be rolled out across Sky Sports Mix in July and will aim to eclipse the success of the first series.

The partnership between Fitbit and Sky was brokered by Sky Media, the advertising sales division of Sky, and Media Brands a global media and advertising agency that operates as part of Universal McCann.

Rachel Bristow, ‎Director of Partnerships at Sky Media, explains: “We are delighted to be working with Fitbit to help the fitness brand engage with customers in a new and exciting way. Moreover, this partnership demonstrates our ongoing ambition to work more closely with brands to develop compelling content that truly resonates with their audience.”

Lucy Sheehan, Marketing Director at Fitbit concludes: “Fitbit is delighted to sponsor Sky’s ‘Fit in 5’ and motivate Sky viewers be more active. Much like Fitbit, Fit in 5 encourages you to get moving, stay motivated and see how small steps make a big impact. The five minute exercises are a great way to elevate your heart rate, burn more calories and see the benefits that short bursts of exercise can bring.”

More here.

IoD’s Director magazine to get a revamp –  SevenC3, part of Europe’s largest content-marketing agency group C3, has secured the contract to deliver the IoD’s prestigious Director magazine and associated commercial media activities. The agreement covers print and digital content for the Director brand, and multi-platform commercial activity for the IoD.

The IoD is the longest-running organisation for professional leaders, first established in 1903, and supports more than 30,000 members through 48 regional branches across the UK. Its member base consists of some of the most skilled and prominent leaders in the UK, from start-up entrepreneurs to FTSE board members, directors in the public sector and CEOs of multinational organisations.

The deal with SevenC3, which followed a competitive pitch process, will see the IoD outsource the creation of its Director magazine function and associated commercial activities for the first time.

Sean King, CEO, SevenC3, said: “Naturally, we are delighted to be working with the Institute of Directors, the UK’s number one member organisation for company directors, who form the backbone of the UK economy. The next few years are going to be interesting and challenging in equal measure, as businesses of all shapes and sizes look to continue to grow in the face of Brexit, globalisation, and digital disruption.

The IoD and its Director content brand are sure to play a pivotal role in the whole process, making for exciting times. As they do, the IoD will need a trusted partner to help manage and maximize all the available opportunities, creatively and commercially. We are delighted to be involved with that.”

More here.

REED explains how not to tackle a job interview –  CMA brand member REED has partnered with ITN Productions to create an original branded content campaign called The Good, the Bad & the Hired.

Aimed at a millennial audience and hosted on REED’s YouTube channel the films take an irreverent approach on how not to tackle a job interview. After a successful first run in 2016 the series returned at the end of April.

The social campaign portrays tips and pitfalls of interview and job seeker etiquette while providing good-quality subliminal advice within each one to two minute video.

The first five-part mini-series entitled ‘The Good, the Bad & the Hired’ depicts two interviewees at key moments before, during and after an interview. The films are presented in a split screen format to exaggerate the differences between good and bad interviews.

One is an exaggerated version of an under prepared candidate; the other, having taken on board the advice from REED, came confident and ready.

Joseph Riordan, REED, said: “Candidates going for their first or second interview need to be brave and confident. We wanted to embody this ourselves by making a video series which stands out from the norm in the recruitment industry. Video allowed us to take something seemingly dry like career advice and turned it into eye-catching content. In a corporate environment, we were able to break the mould and show REED as a human organisation. We knew we were on to something special when we saw the interest on social media – they became some of our most engaging posts on Facebook.”

More here.

The Chartered College of Teaching to debut membership journal – The Chartered College of Teaching has announced the launch of Impact, a journal for its membership. The magazine will be published in conjunction with CMA member Redactive.

The Chartered College of Teaching is a newly opened professional membership body for the teaching profession. Led by Professor Dame Alison Peacock, it aims to support the profession by providing access to the knowledge and research that teachers need to achieve and maintain genuine excellence.

The journal’s title – Impact – reflects its aim to be a publication that can have a tangible effect on classroom practice and the outcomes of young people. The interim issue of the journal boasts a modern design, authoritative production values and employs infographics to make content easily digestible. Each issue will be themed around a critical topic for teachers and will feature a guest editor who is a specialist in the field.

The interim issue of Impact, launched this May, takes a three-pronged approach to addressing the theme of evidence-informed practice and is an indication of what is to come. The guest editor of this issue is Cat Scutt, Director of Education and Research at the Chartered College of Teaching.

Aaron Nicholls, Director of Redactive, said: “we’re thrilled to have been selected by the Chartered College as the agency to help them to develop and share the content that will inspire our teachers to even greater achievements and, in doing so, help the College to achieve its marketing and growth objectives.’

More here.

Also this month the CMA blog looked at whether Instagram is the answer to brands’ social media engagement issues, examined some content research tools and argued that content strategy is like a sat nav.

Commissioned by The CMA

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