The Challenge
This international publication has emerged as a leading business title in Europe, attracting a larger audience among leading business people than The Wall Street Journal Europe, Fortune, The International Herald Tribune and Newsweek.
With the recent findings from Europe (EBRS) demonstrating an impressive growth in readership of +32.7%, far more than other competing titles, Forbes sought to develop an informing campaign that would drive home the success of the brand.
A global e-mail campaign was devised to target media planners and buyers around the world.
Primary objectives, included:
- Creating exposure of the brand’s success Increasing advertising appeal for media planners and buyers
- Positioning Forbes Global as ‘standing above’ other competing titles
- Ultimately, creating a stronger relationship between media planners/buyers and the brand.
Our Approach
- Highly profiled database of global media planners and buyers was acquired
- Informing creative was developed in Flash and HTML format to be broadcast by e-mail
- Interactive environment created within context of creative to allow recipients to acquire further information and expand their understanding of the brand
- Analysis tools were set up to track and capture information on media impact, responsivenes and ROI