Twentysix Leeds launches Johnston campaign

A Twentysix product story

Edited by the Marketingweek Marketplace editorial team Feb 19, 2008

Twentysix Leeds is to launch a GBP1.2m integrated, multichannel campaign for Johnston Press' key regions' Property Today and Motors Today to encourage traffic, build awareness and create impact.

The campaigns both launch in late February and include TV, outdoor (48 and 96 sheet), radio, press, online advertising, SEO and PPC, and an e-mails/CRM programme for both brands with some trade activity to car dealers and estate agents.

Activity will be centred on regional TV, outdoor and radio in Southern England and Yorkshire, with all Johnston Press titles carrying print advertising and promotional activity.

The online advertising campaign will run across several main channels as well as incorporating significant SEO and PPC campaigns.

The Emarketing CRM campaigns will focus on the Johnston Press database of over 8m names and addresses.

The initial burst of TV, Outdoor and radio activity will last four weeks with a second campaign following around August or September of this year.

The online, press and email CRM programme will continue throughout the year.

Twentysix Leeds have been working with Johnston Press for four years, with the coming campaign being the largest to date.

Gail Dudleston, twentysix Leeds managing director, said: "During our time working with Johnston Press we have created well-received campaigns such as 'Mad about Motors' and 'Love' which have successfully increased brand awareness and driven up site traffic, as well as winning them an award along the way.

"This latest integrated campaign builds on the past work we have done and is a great example of a simple, single-minded strategy across channels".

Toi Bisatt, Johnston Press group brand manager property and motors, said: "With these campaigns we are investing significantly in our brands.

"A cross-channel strategy to increase awareness will look to drive buyers and sellers to Motors Today and Property Today, which we feel are the strongest offerings in their respective marketplaces.

"We are looking forward to seeing the great creative work on-air and hope to see positive results from a great campaign idea and execution".