Facts & Figures Bacardi-Martini campaign
The Connectometer calculated the impact of this ... read more
Club Med, the well-known tour operator wanted to position itself in the top segment of all-inclusive holiday packages and came knocking on the doors of De Standaard. Together with Club Med, we first of all surveyed our readers on their attitude to and expectations of all-inclusive holidays. Via a survey on Standaard.be, which was announced in the newspaper, the search for respondents began.
The results of this survey were published in a 16-page supplement to De Standaard. The Club Med offer seemed to closely meet our readers’ and surfers’ expectations, a finding backed up by testimonials from Club Med employees. People reading De Standaard via their iPad, could also view the supplement digitally for one whole week. During that same week, we also ran a Club Med campaign on iPad.
“The combination of the survey with a rather more editorial take in the newspaper presented us with the perfect opportunity to achieve our objectives”, says Sylvie Dewaele (Media Arts Director TBWA)
These creative cases demonstrate how the various channels of a news brand can perfectly complement one another.
