Once Upon a time…
Metro knew that Tanqueray had previously positioned itself as a supporter of the arts, so we took it upon ourselves to get the alcohol brand involved with Save Soho. The project, led by Stephen Fry and Tim Arnold, aims to protect and nurture the future of performing arts venues in Soho. With no budget to raise awareness of the fact that Soho’s iconic music and performing arts venues were being sold off for new offices and penthouses, we wanted to help – and they jumped at the chance of support!
Here’s what we did…
Our idea was for Tanqueray to become an official partner of Save Soho to help raise awareness of the cause. Carat and Diageo realised our proposition was a perfect fit for the brand – just like gin with tonic (which became the strapline of the campaign). As part our partnership with Save Soho and Tanqueray we featured activity in-paper including display ads promoting various events to readers, an exclusive weekly column written by Tim Arnold in our Scene section and a full Behind The Idea feature on the whole campaign.
We also created a bespoke online hub hosted on Metro.co.uk, billboards & scrolling skins across Metro.co.uk and MailOnline (traffic drivers to online hub) and mobile banners optimised to entertainment/lifestyle channels for Metro.co.uk and MailOnline. Save Soho also became the first brand to sponsor of The Slice, Metro’s weekly London entertainment email.
And they all lived happily ever after….
Our activations drove high engagement from our readers:
- Online display ads delivered 8,831,285 impressions with 0.03% CTR
- Online hub received 14,578 page views from 11,758 visitors spending on average 2mns 8secs
- The Slice email exceeded its average performance with an open rate of 26% (unique 20%) and 0.5% CTR, average dwell time 3mns 20secs
Tanqueray was so pleased with how the campaign was received, they not rebooked further bursts of activity but have also continued to be a partner of Save Soho – because London without Soho really is like gin without tonic.