Case study — The Guardian / Madness of King George

Challenge

To find a film title which catered for the demographic of The Guardian and in turn would help drive sales for the weekend of the promotion and beyond.

 

Insight

Guardian readers love classic art-house movies.

 

Solution

With our knowledge of The Guardian’s readership we provided a concise list of well suited titles. The Guardian then informed Upfront as to what film title they felt would be the ideal covermount for the given weekend. Once Upfront was informed we immediately acted upon the client’s wish and secured the rights for The Madness of King George.

 

Results

The covermount was extremely well received by The Guardian’s readership and saw a 9% surge in sales on the date of the promotion followed by an uplift of 1.5% on the following week’s total circulation figures.