Promotional Marketing Case Studies

DAILY MAIL AFTERNOON TEA

THE BRIEF
As the ultimate indulgent treat for their readers, in 2012 the Daily Mail enlisted GFM to develop a Tea for Two promotion to drive sales and reward loyal readers.

GFM CREATED…
… a range of Afternoon Tea for Two offers for Daily Mail readers, ranging from the classic afternoon tea and scones for £5 through to a sumptuous £30 high tea and sparkling wine offer for those with more champagne tastes!

GFM DELIVERED…
• Concept generation, offer and mechanic development and campaign design
• A recruitment drive securing over 700 participating venues, including partnerships with well known establishments like Browns, Bella Italia and Cafe Rouge
• Management of all bookings and customer queries
• Microsite design and development

THE RESULT
Not only did the Daily Mail achieve significant incremental circulation uplift, a record number of readers also visited the offer microsite to register, and close to 10,000 readers downloaded the offer. A smashing result indeed!

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 Promotional Marketing Case Studies