Unique advertising partnership between TV3 and 11850 proves successful
30/08/09
Following a unique advertising partnership with TV3, 11850 are pleased to announce the success of this groundbreaking approach to innovative media buying. Due to advertising solely on TV3 for the duration of a six-week campaign, 11850 could monitor changes in consumer opinion, which were directly related to this specific ‘All Media Platform’ partnership approach.
The mutually beneficial partnership consisted of a unique agreement between 11850 and TV3. TV3 provided 11850 with their multi-channel, multi-platform media, which ran from April 27th 2009 to June 5th 2009, and included a heavy weight airtime campaign across TV3 and 3e; weekend and programme specific sponsorships; promotions through TV3’s home produced programming; online activity; and editorial coverage. 11850 advertised exclusively on this platform for the duration of the campaign, something which 11850 have never undertaken prior to this relationship, so that they could successfully provide TV3 with solid figures regarding the effectiveness of advertising on their channel.
Pat Kiely, Commercial Director, TV3 commented: “We are delighted that TV3’s unique total station approach proved so successful for 11850 in this campaign. It was great to work with 11850 and monitor the progress of this innovative, multi- platform activity across TV3, 3e and tv3.ie.
The figures from 11850’s monthly brand tracker research show that the advertising partnership with TV3 increased 11850’s top-of-mind awareness by 9%, while spontaneous awareness of the brand increased by 11%.
Susan Branchflower, Chief Executive, 11850, also commented: “11850 pursues fresh approaches in our marketing initiatives. We have already produced Ireland’s first live advertisement, and we were keen to be involved in a new kind of media buying. So being a part of this ground-breaking advertising collaboration with TV3 was exciting for us, and we are extremely pleased with the results.”
Press Enquiries
Issued on behalf of 11850 Directory Enquiries by Heneghan PR
| Media contacts: | Heneghan PR Nigel Heneghan / Louise McNamee |
| Telephone: | + 353 (0) 1 660 7395 |
| Email: | info@11850.ie |
