Cross-Brand Consumer Promotion: Discover New England
Project: New England Cross-Brand Consumer Promotion
Client: Discover New England
Task: kbc presented a great opportunity for New England in 2014: a promotion supporting the launch of English language version of “The Truth about the Harry Quebert Affair” by Joel Dicker – a book set in New England set to be the next best selling thriller in the UK, after major success in Europe.
Implementation: To coincide with the launch of the English language version in the UK, kbc worked with the publisher, Quercus, to secure a holiday promotion with national newspaper and website, The Guardian. The Guardian was the perfect media choice as the brand has a strong literary heritage and guardian.co.uk offers good online opportunities for commercial promotions. The circulation of the newspaper is 203,000 and the Books pages of the website have 646,000 unique users and 2 million page views per month.
Investment was minimal. kbc approached Purely New England to provide flights and car hire for the prize winner, leaving only the accommodation to be found through DNE’s partners. All media costs associated were covered by the publisher. kbc extended the campaign through social media, tweeting about the competition and securing free copies of the book to be used for adhoc prizes including the Mail’s ’Friday Freebie’, for the first six bookings to New England with Trafalgar, and as gifts to travel editors to initiate media meetings on behalf of DNE.
Results: The promotion was supported with the following:
• Dedicated page on Guardian Extra (subscribers’ site)
• Week long advertising on guardian.co.uk home page (right hand side) – 236 monthly impressions / 26.2 m browsers
• Feature competition on Guardian Extra and top spot in email to 105,000 subscribers
• Advertising support in paper within the Guardian and the Observer