Time Out London - Commercial Opportunities
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Transcript of Time Out London - Commercial Opportunities
Time Out
Time Out Platforms
A true cross-platform offering
513,000 READERS EVERY WEEK
305,757 CIRCULATION
6.5 MILLIONUNIQUE USERS IN OCTOBER
32M PAGE VIEWS IN OCTOBER
1 MILLION+DOWNLOADS OF ANDROID,
iPHONE & iPAD APP
IN MAGAZINE ONLINE ON SMARTPHONE & TABLET
Source: NRS Oct ’12 - Sep ’13/ABC/Omniture Oct 2013
MORE WIDELY READ
MORE ENGAGED WITH
MORE INFLUENTIAL
Time Out is more widely read than any other free magazine in London
Time Out is more likely to be taken home by its readers and more likely to be read for more than 20 minutes
Time Out engenders its audience to do more out and about
52%of free magazine readers in London have read
Time Out in the last 6 months
66%of Time Out readers take their copy
home with them
57%of Time Out readers have done more as a direct result of reading the magazine
Source: YouGov SixthSense Feb 2013/CBS Work Shop Play panel Nov 2012
More read, engaged with & acted upon
Time Out Audience
Reaching a huge audience in the UK
3.7 MILLION
Net Print & Online Audience - UK
2.6 MILLION
1.4 MILLION
1.3 MILLION
1.3 MILLION
Source: NRS PADD Oct 12 – Sep 2013/NRS/Comscore Sep 2013
Time Out Personas
MethodologyA range of sources were used to construct Time Out’s Persona Profiles
Time Out Persona Groups
SOCIAL ADVENTURERS
CULTURAL EXPLORERS
Late 20s/Early 30s
No Children
Earn between £25-£40,000 p/a
Inner London locations e.g. Camden, Bermondsey or Hackney
Educated, mid-level professionals
High internet & social media activity
Mid-30s/Early 40s
Cohabiting couples, some young children
Earn £40-60,000 p/a
Zone 2/3 London locations e.g. Balham, East Dulwich
Mid/senior level professionals
High cultural consumption
Social Adventurers: what they do
Eating OutVisits quirkier
independent mid-priced restaurants
once or twice a week with friends.
E.g. Kingsland Rd Vietnamese, Polpo,
Burger & Lobster
Catch up with friends for a coffee during the
week and at the weekend – highly
social!
Clubs
Social Adventurers: what they do
Music Gigs
Gigs about once a month: music is a key passion point. XOYO, Birthdays in Dalston, Lovebox, ATP, Field
Day
Social Adventurers: what they do
Clubbing in Shoreditch and Hoxton most Saturday nights
Clubs
Social Adventurers: what they do
Film
Go to the cinema once a month – looking forward to seeing
Gravity
Social Adventurers: what they do
Social Adventurers: Key Brands
Cultural Explorers: what they do
Art & Exhibitions
Big fans of the arts and make sure they are one of the first
amongst their circle of friends to visit the latest exhibitions
Theatre
Go to the theatre once every two months,
usually with friends as a treat away from the
family. Has to be critically rated. Makes
them look good.
Cultural Explorers: what they do
Restaurants
Look for independent restaurants more
locally to where they lives. Macaron,
Abbeville Kitchen, Hache in Clapham
Cultural Explorers: what they do
FilmGo to the cinema once
a month, often with partner, but also occasionally with
friends – most recently saw Blue
Jasmine
Cultural Explorers: what they do
Cultural Explorers: Key Brands
Campaign Case Studies
Samsung ‘Share Your Now’ To launch the Samsung Galaxy Camera, Time Out London took on Time Out New York in a unique photo
competition to determine which one is the greatest city in the world
Traffic Driving Interactive Hub Campaign Conclusion
15,300 entriesAn incredible number of people
submitted photos to win the chance to photograph the front cover of
Time out
3.96 mins
High dwell time on the microsite thanks to the geo-tagged map gallery
and interactive mosaic
68,439 visits
The dynamic UGC content and simple user journey attracted visitors
in huge numbers
Over 19,000
Direct interaction with the campaign across Facebook
and twitter
Media FirstThe campaign concluded with a UGC
photo coverwrap and a dedicated editorial issue where the winners
shot the front cover
Hertz ‘Take Time Out Of London’ In a truly cross-platform campaign, Time Out partnered with Hertz to provide a London audience with an essential
resource to plan trips within easy reach of the capital and position Hertz as the premier car rental firm for whatever your preferences, desires or interests
A bespoke hub saw over 50,000 UU search a in excess of a hundred ideas through a unique map interface which also enabled
them to build their own personalised itinerary
Personalised Itinerary Hub
Each week of the campaign Hertz focused on the best things to do along different UK road
routes
Destination Advertorials
The campaign launched with a coverwrap promoting Hertz services, the hub and a
competition that has had 18,000 entries to date
Coverwrap Launch Issue
Time Out created 50,000 bespoke pocket guides specifically for Hertz
dealers in London
Co-branded guides
Hertz became the first brand to run a series of branded content features within the iPad
app
Weekly iPad Content
EDF London Eye ‘2-for-1 campaign’ EDF London Eye partnered with Time Out for a multi faceted campaign that drove direct response through an
exclusive 2-for-1 ticket offer, engagement via competitions and awareness of the Southbank as an entertainment destination through a bespoke area guide
Incredible Results• An amazing 35,324 vouchers were downloaded for the 2-for1 offer
• Achieved an unprecedented level of valuable data capture for the London Eye• 75,000 unique users visited Time Outs’ guide to the South Bank specially designed for families, couples,
friends and guests• 9,360 entered competitions to win exclusive prizes on the EDF London eye such as champagne capsule
rides
Disaranno ‘Do Something Original’ Disaranno worked with Time Out to inspire the audience to experience an original and different side to London. The aim was to position Disaranno and its cocktail variations as an original choice of drink, for original people who enjoy
original experiences
Personality test – original activities generator Original Idea’s advertorials in relevant sections
A huge success…• In only 8 weeks, the online hub received 52,761 Unique Users using the original activities generator, finding their
perfect cocktail and watching mixology tutorial videos• A competition to win an exclusive trip to Venice received over 20,000 entries – our most successful commercial
competition to date• Disaranno have committed to a second burst of the campaign starting in October
MasterCard ‘Festival Of The Neighbourhood’ Time Out brought to life MasterCard's sponsorship of the Festival of the Neighbourhood and the Beanotown
exhibition with an issue takeover that saw a media partnership with Beano publisher DC Thompson
Social Media Teaser
Informing the audience that in Tuesdays magazine there was a new editor in town
Guest Editor & Takeover
Dennis became (Editor) Menace-In-Chief and his friends were placed in editorial break-outs throughout the issue
Centre Page Pull-OutA bespoke issue of the Beano saw Dennis and gang come to
London and use Time Out to visit the Festival of the Neighborhood
GSK Day & Night Nurse ‘Just Ask’ Time Out was the sole media partner for a campaign designed to communicate Day & Night Nurses ‘Just Ask’ the
pharmacist proposition. Based on the idea that the best things in life are hidden, the audience were able to ask Time Out for the best of hidden London
Print Executions: Brand Awareness and Traffic Driving
Digital Executions: Brand Awareness and Traffic Driving
Bespoke ‘Just Ask’ Hub
Campaign Highlights
• First brand ever to run 2 coverwraps which top and tailed the campaign and included bespoke Time Out content within it
• In 6 weeks 23,250 UU searched for hidden London events
• Over 2,200 user generated content competition entries
• Almost 24,000 direct interactions on social media
ZSL London Zoo ‘Tiger Territory’ For the launch of ZSL London Zoo’s Tiger Territory to a primarily family audience, Time Out created a an augmented reality and experiential campaign that literally brought the experience to life within the pages of Time Out and on the
streets of London
Augmented Reality Issue
• Coverwrap triggered dedicated AR issue with TV spot played on the front cover
• Activity supported by an integrated cross platform campaign
Tiger Hunt Competition• Time Out Editor Tim Arthur challenged readers to hunt through the
magazine for hidden interactive tigers • ZSL competitions had over 10,000 entries and the AR had almost
7,000 engagements
Fighting & Talking Tigers
• 3D animated tigers prowled and fought across the pages of the magazine
• Time Out distributers dressed as Tigers created huge impact on the streets
Time Out has now become…
MORE WIDELY CONSUMEDTime Out is more widely read than any other free magazine in London and timeout.com reaches 5 million unique
users
MORE ENGAGED WITHTime Out is more likely to be taken home by its readers and more likely to be read for more than 20 minutes
MORE INFLUENTIALTime Out engenders its audience to do more out and about through its print, online and app platforms