The Newspaper Society has brokered a regional press-awareness
campaign for Britannia Airways across 58 Scottish newspapers.
The marketing budget for the campaign was provided by Boeing, which is
promoting its next generation Boeing 737-800 aircraft - used by
Britannia for short-haul charter flights from Glasgow International
The deal was co-ordinated by the Newspaper Society through its Feature
Link service, which provides clients with easy access to branded feature
coverage across the entire regional press.
The society is connected, through Feature Link manager Charlotte
Luffman, to 750 co-ordinators in the regional press who have
responsibility for selling advertorial features.
The 58 newspapers have a combined circulation of 1.7 million. Britannia
has calculated the PR value of the campaign to be pounds 200,000 from a
media-spend of only pounds 25,000.
The advertorials combine advertising with articles on holiday packing
tips and a competition for Thomson holiday vouchers.
Some titles ran double-page features with follow-up mentions of
Britannia in the publication of the competition results.
Britannia Airways media relations manager Russell Ison said: ’The
campaign provided the ideal framework to promote Britannia Airways’
routes from Glasgow throughout Scotland.’
Every fortnight, Feature Link sends the co-ordinators bulletins and
press packs from clients that contain their communication messages.
Additional advertising is often sold around the features, which are
sometimes printed as supplements.
This article was first published on Campaign