Communication Partners UK were tasked with producing a multi-media campaign to promote awareness of John Torode's Malaysian adventure in partnership with UKTV. CPUK focus is on creating profit improvement for their clients and so managed to create a cross media plan using Outdoor, Press and Digital for just £75k.

The objectives of the campaign were to build awareness of celebrity chef, John Torode's new cookery show on UKTV

The solution was a multi-media campaign which included: 4 sheet poster campaign on the underground (general distribution); quality and mid-market press titles - small formats for cost-efficiency and stand-out; magazine campaign using newspaper supplements, supermarket magazines and food magazines and digital campaign to support press activity, targeting 'foodie' audience. Added value: 1/2 pages in food titles upgraded to full pages at no extra cost; free digital activity in Metro; free space in Metro and Healthy Food Guide.

Ratings were +38% vs slot average, with highest performing episode +150%! Overall saving to client of 57% (over 100,000!)

Flexibility from the client enabled us to plan the most effective campaign which incorporated short-term opportunities. This resulted in increased reach, improved cost-efficiency and the overall success of the campaign.