Tuesday, May 22, 2012

Associate and grow

Gulf News, the UAE's leading English daily newspaper, wanted to reach out to new readers and convert them into subscribers.

Their target was to gain 1.5% more subscribers and increase website traffic by 25%.

Consumption habit in UAE suggests that people read newspapers while having their morning cup of coffee.

Tim Hortons coffe chain, another client of Y&R in UAE, serve 35-50,000 coffees per month per outlet. Realising this untapped potential, they created a campaign for Gulf News around Tim Hortons.




This example is an  excellent example of making marketing cheaper using one of my Brand Associate strategy.