Creative solutions

• What we offer
• Why Bauer magazines
• Case studies
• Contacts
• Downloads

In what is becoming an increasingly cluttered and competitive media environment, advertisers are being forced to identify alternative approaches with which to communicate their messages. Sponsorship and promotions provide the perfect solution.

Written and presented in the house style of the magazine, a promotion or sponsorship is a half-way house between editorial and advertising pages. They break down consumer resistance with a soft-sell approach and give a higher level of brand awareness. Either as stand alones or complementing a standard advertising campaign, they allow advertisers to deliver a high-impact, detailed package.

The closer an advertiser can get to the reader, the greater the communication and relationship benefit. Magazines, as the most trusted medium, are particularly effective at building relationships with their users.

What we offer

The HBP Media Sales promotions team is dedicated to the creation of innovative concepts and promotions. Working alongside display advertising, the team is ideally placed to understand clients and respond to their needs. The department enjoys an excellent reputation and is able to interpret clients' briefs both effectively and efficiently, from devising the initial concept right through to final execution.

Each promotion is designed and written in the style of the magazine and receives the same close attention to detail as the editorial pages. This provides the brand with the implied endorsement of the magazine and ensures a successful feature every time.

Why Bauer magazines

Bauer promotions are high quality premium products which are written and designed by the actual individual magazines themselves and not, as with other magazines, by a separate promotions department.

A full briefing is arranged, a creative presentation is then delivered as well as a comprehensive production schedule giving as much flexibility as possible to ensure the highest quality results.

Each promotion is produced under the joint control of the client and the magazine’s editor under the supervision and experience of the Creative solutions team at HBP Media Sales - a true partnership which produces higher quality pages for maximum impact.

Case studies

The Food & Drink Federation’s “What’s Inside Guide”

Objective: The Food and Drink Federation wanted to create a clear understanding of the content of food through their new Guideline Daily Amount (GDA) front-of-pack format. Keeping the Guide relevant to everyone, but specifically targeting mums, their aim was to engage with consumers in order to both raise awareness and promote understanding of the GDA system as a format, as well as a nutritional and purchasing aid.

Solution: Reaching 3.7million people and 15% of mums, Take a Break and Bella proved to be the perfect vehicles to reach the wide ‘What’s Inside Guide’ audience.

HBP Media Sales put together a comprehensive solution to generate awareness, understanding and engagement of the What’s Inside Guide. The campaign centred on a family which HBP Media Sales recruited, each week focusing on a different member, discussing their eating habits and lifestyle and how they were learning to use the Guide to improve their diet.

This included several single pages in both Take a Break and Bella, a 4 page pull-out recipe card, a 4 page meal planner and a credit-card size Guideline Daily Amount peel-off card, all of which combined to deliver a highly effective campaign for the Food and Drink Federation. In addition, HBP Media Sales also ran a pre & post research campaign to monitor the effectiveness of the promotion, which proved a huge success.

Littlewoods Direct

Objective: Littlewoods Direct wished to reposition themselves as a modern and credible retailer and redress negative images of catalogue shopping. Key to this was utilising Littlewoods brand ambassadors Trinny & Susannah and their “The Rules”.

Littlewoods Direct sought to encourage reappraisal of the brand amongst both existing and non-customers, drive shopping frequency and start an engaging dialogue with their core audience of C1C2D women age 25-45 with children.

Solution: Bella was chosen as the ideal platform to deliver Littlewoods Direct’s communication objectives, with its beautifully styled, yet affordable women’s fashion. In addition Bella delivered an impressive index of 213 against Littlewoods target market.

The HBP Media Sales promotions team put together a promotional campaign that encouraged Bella’s readers to take a fresh look at Littlewoods Direct and to explore and connect with its modern shopping experience. The campaign started with a competition to win a full reader make-over and £250 worth of clothing from Trinny & Susannah’s new Littlewoods Direct range. The resulting make-over then appeared in-mag as the final part of the promotion, providing a very real example and connecting in a very personal way with our readers.

The competition and reader make-over flanked a series of half-page promotions styled and designed by the Bella fashion team showcasing key Littlewoods Direct pieces matching up with Trinny & Susannah’s “The Rules”, creating a high level of engagement for Bella readers, who easily related to “The Rule” most relevant to them.

Contacts

Downloads: To download a presentation giving further details about how HBP Media Sales's Creative Solutions Department can deliver both coverage and engagement for your brand, please click here.