The bi-monthly magazine for our client Boundless is a much-loved benefit of membership, covering motoring, leisure and public sector issues. But for our first issue of 2019, we wanted it to be more than that. We wanted it to be a talking point, a way of spreading the word about the club as well as engaging its existing audience. As the advertising landscape evolves into content monetisation, we also saw an opportunity to seek complementary sponsorship to enhance the editorial content and generate revenue.
Our idea was a special issue which would name and celebrate the UK’s 50 Greatest Drives – the best road trips in England, Wales, Scotland and N Ireland. It would engage members, but also have real potential PR value at a traditionally quiet time of year.
We chose a longlist of routes by combining insight from motoring experts and the well-travelled members we were writing for. Our contributors including TV presenter Vicki Butler-Henderson, Top Gear contributor Dan Read, and Boundless motoring group leaders. Then, knowing that Boundless members love to be involved in the magazine, we created a survey for them to vote on their favourite drives from the list of 50.
Our commercial team worked closely with Boundless’ long-standing partner, LV=, to create native sponsorship of the feature, offering relevant and useful tips and advice throughout to enhance the content.
Working with Boundless’ PR agency, we developed a suite of press releases to regional and national media. We created four different covers for the magazine, highlighting routes in the four British nations. And we upscaled the print feature into a rich, in-depth online feature which has yielded fantastic engagement and features highly in relevant keyword searches.
A stunning and inspiring 32-page love story to the most idyllic, interesting and fun roads to drive in the UK, which also delivered content monetisation through sponsorship and PR…
- 115 pieces of PR coverage, including The Times, The Daily Mail, The Sun and inews
- A win-win native content partnership for Boundless and LV=
- Media coverage and direct sponsorship worth >£150k
- Record page views to the online feature, with average dwell time of 5 minutes 34 seconds (more than double the average)
- Four souvenir covers for members to collect.