JUST RELEASED: New report details practical ways media companies are using GenAI, click here to download

Let's Go! Brand360 Shared Sponsorship Program
2024 Finalist

Let's Go! Brand360 Shared Sponsorship Program

Newsday

Melville, United States

Category Creative Advertising

Media associated with this campaign

Overview of this campaign

The objective of Let’s Go! was to provide smaller local merchants with an affordable entrée to the use of branded content as a marketing tactic. Secondarily, it was to support seasonal local merchants/advertisers, promote tourism on Long Island, and drive traffic to local business storefronts and websites from natives and tourists.

Newsday’s Brand360 secured one presenting sponsor, a local financial institution, to underwrite the costs of the program, allowing each local business to participate at a reduced rate. This sponsor received:

  • Name brand logo recognition on all materials
  • Profile on page with images and text
  • Brand ad on page
  • Digital campaign of 600K+ impressions
  • Print ad (half-page) in Newsday newspaper driving to the promotion
  • Traffic driving display ads and headline links
  • Social media marketing

Five- to eight non-competitive local merchants such as restauranteurs, cultural attractions, retailers, hoteliers, Chambers of Commerce, and entertainment venues promoted their businesses and roles in each of two seasonal series.

Participating merchants received:

  • Logo inclusion
  • Carousel of images and two 150-word captions to promote their businesses
  • Logo inclusion and contact information on interactive map
  • Logo inclusion on half-page print ad in Newsday
  • Live links within content
  • Share of Voice on all digital display and headline drivers
  • Digital impressions on newsday.com to drive to content or use for special offers

Results for this campaign

All told, the summer and fall seasonal Let’s Go! program garnered:

  • Nearly 6,000 page views
  • Average embedded link click-thru rates of 30%
  • 135k social engagements
  • More than 761k gross impressions in Newsday's newspaper
  • 700k digital impressions
  • 3 minutes average time spent on page 

Advertising Impact

  • 14 advertisers participated
  • 7 accounts were new to branded content
  • 4 accounts generated new business for Newsday
  • Incremental revenue derived from the program exceeded $55k

Launching Pad for Continued Business

  • Since participating in Let’s Go!, 40% of the program’s shared sponsors plan to advertise with Newsday in print or digital or both.

Sources: Nativo 2023. Meta Reporting, Scarborough NY 2002 (Release 2); Base: Nassau & Suffolk County adults. Adobe Analytics Q2 & Q3 2023.

 


Contact

To contact a company representative about this campaign, click here for the INMA Member Directory

By continuing to browse or by clicking “ACCEPT,” you agree to the storing of cookies on your device to enhance your site experience. To learn more about how we use cookies, please see our privacy policy.
x

I ACCEPT