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Vital Statistics

Client:

News UK

Project Period:

Sunday 14th April 2019

Services Used:

Outsourced Resourcing, Experiential, Brand Ambassadors, Activation 

The Brief

To celebrate the city of Salisbury winning the highly sought-after Best Place to Live in the UK award, News UK decided to set up a Times stand in the local Salisbury Waitrose store.  

The goal was to drive awareness of The Times and Sunday Times newspapers and sell out of the 500 copies of the Sunday Times that our Brand Ambassadors had for the event. 

The Activity

We recruited a Brand Ambassador team who assembled a live pop-up in Salisbury’s Waitrose, equipped with copies of The Times to sell, and reusable Times cups to give away to anyone who purchased 

Our Brand Ambassadors spent the day approaching customers about The Times and The Sunday Times and congratulated them on their city winning The Sunday Times 'Best Place to Live' aware. 

For every copy of The Sunday Times sold, a Times reusable coffee cup was also given out to consumers so they would leave with a permanent reminder of the brand. 

The campaign saw the highest sale in any Waitrose store in more than five years. In addition, that Salisbury’s Waitrose sold more copies of The Sunday Times paper than any other retail store in the UK that day. Just 4 hours after the store had opened its door, our Brand Ambassadors had sold out of newspapers and given out all 500 cups. After a prompt redelivery of an additional 300 copies of the paper, the team once again completely sold out just 90 minutes later.  

The Results

800 copies of the newspaper sold and 500 cups given away

800 copies of the newspaper sold and 500 cups given away 

The highest single day sales of any Waitrose in the UK in five years

The highest single day sales of any Waitrose in the UK in five years 

Waitrose Salisbury sold more copies of The Sunday Times than any other UK retail store on this day

Waitrose Salisbury sold more copies of The Sunday Times than any other UK retail store on this day