Your Media Story

Your Media Story

Steve Lane – Background

CEO of Brilliant Independent Media Specialists Limited for 14 years. Company turnover increased from £30,000,000 to £160,000,000 a growth which saw Brilliant become the largest independent media buying agency in the North.

In 2006 the business was sold to the management team and Vereda Consulting established. A wealth of experience planning and buying media campaigns across television, radio, digital, social media and outdoor. Specialising in retail and direct response. Current and historical client accounts include CarpetRight, DFS, United Carpets, Welcome to Yorkshire (Tour de France & Tour de Yorkshire), Autowindscreens, Safestyle, DVLA, Bose and Morphy Richards.

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Your Media Story are constantly briefed to create marketing that stands out above the norm

Innovative Product Placement

Big Idea

Leverage one of the UK’s most-loved TV shows to provide an innovative new platform for regional tourist body Welcome To Yorkshire, showcasing Yorkshire as a destination to a national audience

Purpose

Cuts in public sector funding required WTY to become significantly more dexterous in maximising their media budgets, with a specific brief to devise innovative ways in which Welcome to Yorkshire could achieve longevity and cut-through beyond normal media acquisition and create unique impact/standout

Effect

Although the deal has only been running for a short period of time, some highly encouraging results had already been achieved within in the first month;

  • 86% of viewers recalled WTY as the brand placed within Emmerdale (compared with a U.S. norm of 56%)
  • 37% deemed the placement seamless and natural for the environment
  • 40% said the placement improved their opinion of WTY(compared with a U.S. norm of 35%)

Execution

Product placement afforded a new opportunity to achieve genuine stand-out and with an average audience of 7.6 million nationally, Emmerdale was the perfect fit. The result; Welcome to Yorkshire partnered with ITV in a six-month product placement deal to display WTY assets in natural and contextually relevant places around the Emmerdale village, the first product placement deal negotiated outside of London

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Tour de France – Bringing Yorkshire to Europe and the World

Brought significant, unique marketing to last years Tour de France and Grande de Part 2014

  • Global audience of 3.5 billion in 190 countries, 18.6 million followed the race on TV
  • Watched by 1 in 4 (25%) of people in Yorkshire
  • £330 million of world-wide editorial coverage of the event in Yorkshire
  • £102 million direct economic benefit for Yorkshire

Broadcast media – current highlights

Radio

  • Overall typically delivering 30/35% below rate card pricing across national radio network

Television

  • Key programming – Coronation Street & Emmerdale remain the key programmes on the days we’re on air.
  • Our agency continues to deliver both optimum commercial value and the best of effective programmes for over 85 stores.
  • Core targeting of Welcome to Yorkshire – bringing ‘Countrywise’sponsorship driving tourism on a national TV basis.

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Contact Your Media Story

Phone: 0113 880 5661 | Email: hello@yourstory.digital