Trinity Mirror Midlands

Related case study

HomeServe

Originally HomeServe were part of South Staffordshire Water, but have grown rapidly since their de-merger in 2004, developing an enviable reputation along the way. They provide emergency call out and insured repair solutions for some of the UK's biggest companies and now also provide these services direct to customers too. Homeserve are already one of the UK's fastest growing home emergency services and thier aim is to be The Home Emergency Service Worldwide

Advertising Campaign

 HomeServe, were launching a new service called 'Jobs' and wanted to use Birmingham as a test area and wanted to promote themselves heavily in regional press. A strong mix of editiorial, advertisng and consumer focussed marketing was used over a 3 month campaign.

Advertising

• Initial launch with 2 editorial wraps on the Birmingham Mail Extra.
• High visual display advertising campaign - 9 adverts in ROP (Sizes 25x4 / 20x3 / 20x2) in the Birmingham Mail and Birmingham Mail Extra.
• Classified domination - five full colour adverts every Friday (Sizes 10x2 / 5x2) in the Birmingham Mail.

Editorial content

• Story about how to transform a bad home services situation into a positive through using HomeServe
• PR story about HomeServe presented in a watchdog style.
• Reader competition to win £5,000 home makeover, pre-boosted across our multi-media portfolio and                                          reader offers to get £25 off thier next job through HomeServe

Promotional

• 500 copies of the Birmingham Mail provided in-store at HomeServe's Walsall branch.
• Posters promoting HomeServe at all bpm media vendor points, (newsagents and retailers).

Result

HomeServe have been pleased with the response they have received from the campaign, confirming everything that regional press had given them an excellent way to target customers in the local area through a mixture of advertising and editorial content.