Month in Content Marketing: April 2017
Travel companies scoop top content awards, celebrities check in to Cathay and how auto brands are innovating in social media
Destination Canada scoops top award – Destination Canada’s ‘Explore Canada‘ campaign has been awarded silver in the Best use of Content Marketing category at the Travel Marketing Awards 2017.
Co-creators TCO and OMD were asked by Destination Canada, the government tourism promotion agency, to shift its marketing strategy to centre on content instead of advertising. The two companies created a ground-breaking video influencer campaign that would resonate with the YouTube generation without leaving it’s Gen X and Baby Boomer audience behind.
TCO helped select influencers who could speak to the German and UK markets and created a cross-Canada road trip series for Germany and a food-inspired series for the UK. The production team covered 12,000 miles in 50 stunning films that looked cinematic while retaining YouTube’s unique energy. The campaign reached 200 million people, and achieved over 3.5 million organic views, which resulted in a 15% brand lift.
Commenting on the award win, TCO’s Agency MD Simon Baker said, “The Explore Canada campaign continues to prove the argument of using well thought out content marketing over advertising, it’s awesome to add this award to the WARC and M&M Global awards it has already won. We are looking forward to raising the bar even further for this years campaign.”
A full list of the award winners and nominees can be found on the Travel Marketing Awards website.
Celebrities check in to Cathay – Silkroad and Discovery – magazines that are produced for Cathay Pacific and Cathay Dragon by Cedar Hong Kong – have published a wave of A-list celebrity content over the past year. Included among its interviews are;
G.E.M. – Silkroad, March 2017. The biggest scoop so far in 2017 was an interview with Chinese pop star G.E.M., labelled the ‘Taylor Swift of Asia’. Cedar Hong Kong lifestyle editor, Arthur Tam spent a day doing a photoshoot with the superstar. ‘She’s a big score for us not only because she’s a big name, but also because she’s the pop star of the moment,’ says Tam. The interview was published in Silkroad magazine in March 2017, alongside exclusive video content with the star, timed to launch just as G.E.M. set off on her world tour.
Johnnie To – Discovery and Silkroad, December 2016
In December last year, entertainment editor, Kevin Ma interviewed acclaimed Hong Kong director Johnnie To and talked about the local film industry as well as his young film competition, Fresh Wave.
Jane Birkin – Discovery, March 2017
Timed with the release of Jane Birkin’s new album at the Hong Kong Arts Festival, Cedar commissioned Janine di Giovanni, Middle East editor of Newsweek and contributing editor to Vanity Fair, to interview marvellous eccentric Jane Birkin in her Paris home.
Damien Chazelle – Discovery, March 2017
We spoke to award-winning La La Land director Damien Chazelle about his ‘late-blooming love affair’ with Los Angeles, as part of a marquee feature to celebrate the romantic side of LA for the onboard release of La La Land.
Goldie – Discovery, June 2017
Discovery’s managing editor, Cathy Adams spent a day doing yoga and eating Thai noodles with British drum and bass musician Goldie in Phuket. His new album, The Journey Man, is out in June and she got an exclusive pre-release listen.
UK Science Park Association unveils new magazine – The UK Science Park Association (UKSPA) this month unveiled the first issue of its newly revamped member magazine, Breakthrough’ Spring 2017. Created by CMA member Future Fusion the magazine blends upbeat visuals with useful, high quality content written to engage and enhance target audiences.
The magazine has already received some impressive feedback.
“I have just received ‘Breakthrough’ – and what a Breakthrough. Looks and feels fantastic!” Christopher Gooch, Identity Creative, Science Park Tenant Company.
“From our perspective, the new Breakthrough magazine is a welcome step change in the Association’s publication which has been noted by UNIP tenants.” Dr Mark Tock MBA, Operations Director, University of Nottingham Innovation Park (UNIP), UKSPA member
Future Fusion recently won the contract to produce the magazine.
“We received 17 quality tenders and many others that did not meet the tender specification, and after a short selection process decided to contract with Future Fusion. Their professionalism and enthusiasm totally shone through. Early signs are that they will be able to lift UKSPA’s communications ambitions to new heights where content, and relevance to the customer is of prime importance,” said Paul Wright, CEO, UKSPA.
Qantas takes a pair of top awards – Qantas Travel Insider has been awarded Best Website and Qantas Magazine has won Publication of the Year at the 2017 Mumbrella Travel Marketing Awards. The content is produced for the travel company by Medium Rare Content Agency.
The awards are the latest in a run of gongs for Qantas and its partner Medium Rare Content. It recently became a Gold Winner for Best Travel at the 2016 Pearl Awards (Content Council, New York) and took Gold Winner for Best Mobile/Tablet at 2016 Pearl Awards.
Both the magazine and the website have also enjoyed healthy growth in audience and engagement: Qantas Magazine recorded 476,000 readers in the December 2016 Roy Morgan figures, representing 5.7% growth YOY. Qantas Travel Insider reaches an average of 184,000 unique browsers per month, as recorded by Nielsen, and users are spending an average of more than four minutes per visit.
Waitrose team make shortlist – Three members of the Waitrose content team (who work for the magazine’s publisher John Brown Media) have been shortlisted for the 2017 BSME (British Society of Magazine Editors) Talent Awards.
The BSME Talent Awards reward the brilliance of often overlooked members of editorial, design and digital teams, up to and including deputy editor. Previously known as the Rising Stars Awards, the awards have been relaunched to reflect the fact that entrants don’t necessarily need to be either ‘young’ or ‘new to the industry’.
John Brown Media designers Sarah Tangwood, Katerina Varnavides and art director Kerry Wakefield have been shortlisted for Best Art Team category for their amazing work on Waitrose Food, with Katerina also being nominated for Best Print Designer.
The awards night will take place at Cargo in Shoreditch on Tuesday 6 June where the BSME will announce the final winners.
Also this month the CMA blog looked at the hype behind the new social platform Twitter rival Mastodon, six trends that are defining the future, distributing content through paid, owned and earned media and how auto brands are working with social media.
Commissioned by The CMA