Shaken & Stirred - Influential Brand Profiling and Positioning

All about the National Museum of Scotland, Ubiquitous, Digital agency Clock, Times+ newsletter, Charlie Lines, Mixing Digital

A major new exhibition at the National Museum of Scotland that displays a host of treasures from the home of the people we know as Vikings, is being promoted to the people of Edinburgh through a series of Viking branded taxis, brought to life by taxi advertising specialists Ubiquitous. The creative cabs are part of a multi-channel campaign that includes press, social media and outdoor to promote the exhibition.

The National Museum of Scotland is the only UK venue for Vikings!, an outstanding exhibition of more than 500 objects, including jewelry, weapon fragments, carvings, precious metals and household items,  from the world-renowned collections of the Swedish History Museum in Stockholm

The taxi campaign features an enlarged image of one of the artifacts from the exhibition, a silver pendant found in a Swedish Viking burial site, in the form of a man’s head.  This striking image captures the eye and gives Edinburgh’s general public a taste of the fascinating objects that will be on display as part of this world class exhibition.

Commenting on the campaign, Kerryn Fraser, Marketing Officer at National Museums Scotland said, ‘The marketing and communications activity for the Vikings! exhibition is aimed at raising awareness and generating visits, whilst creating good visibility and a strong presence and share of voice. The exhibition aims to attract a broad audience of adults and families, from regular arts and culture attendees to new fans of the Vikings.  Incorporating taxi advertising as part of the campaign enables us to ensure that our message is reinforced in areas where other media is running, as well as infiltrating those streets where our activity is otherwise light.”

Digital agency, Clock, is the creative team behind Times+ newsletter’s new look, which has boosted click rates from 28% to 40% making it one of the most successful electronic newsletters for its publisher, NI Group Ltd.

Each week, the Times+ newsletter delivers unique subscriber benefits to The Times and The Sunday Times subscribers.  Clock was tasked with transforming the newsletter’s digital template, which was proving too rigid for the in-house team who wanted to be able to vary the layout regularly to better showcase content and stimulate greater user engagement.

Clock’s creative team responded with a crisp new style backed by a digital framework that offered full back end and CMS flexibility while still retaining The Times+ look and feel.

Claire Gribben, Product Manager of Times+, states, “Clock’s redesign has transformed the way we present our content.  We now have the flexibility to switch from big hero features to smaller multiple items, add special formats that tie in with calendar events like Christmas, and to link in other sources and sites – as our needs dictate.  Clock has helped make our newsletters much more visually appealing.  Almost straight away, our open rate increased to 40% and our click-through to a staggering 17%.”

Charlie Lines from Mixing Digital writes

We have an exciting few weeks of events, including our next Internet Leaders Dinner with Guardian Media Group, not only can you hear a great speaker on digital learning but you also take part in a BBC3 TV programme at the dinner. BBC3 will be filming a foreign entrepreneur attending the dinner, who is looking to conduct business in the UK and the overall programme theme is Britishness.

Internet Leaders Dinner with Guardian News and Media,

Taking place on Thursday January 24th 2013 in Central London, at this dinner you will hear from Monisha Saldanha, Head of Brand Extensions at Guardian News & Media who will talk to us about whether  we will see the end of the campus-based university degree in our lifetime.  A storm of rising tuition fees, improved digital content delivery methods, and an increased demand for education globally has seen the rise of free online education models that teach tens of millions of people worldwide. Dinner places are £95.00 + Vat Book your place Filming: This event is being filmed by Hat Trick Productions for a BBC3 television programme.  Guests will need to sign release forms on the evening if they are likely to feature.

Hitting the Mark Email Marketing Seminar Series

Is taking place on Tuesday 29th January at Adam Street, Private Members club. You’ll learn how to identify the 5 most important pieces of customer data you can capture, to double or treble your email campaign response rates. Experts will help you identify the top 5 weaknesses of your database and learn how to fix them. We will show you how to use your data to deliver compelling, relevant email content to each contact on your email list whilst measuring and evaluating the success of your new segmentation strategy and increasing your email campaign open rates, clickthrough rates and conversions, and driving down your unsubscribe rates.  This event is free to attend but delegate numbers are strictly limited to Brands only Register ,this event is being repeated on Thursday 14th February to book this date register here .

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