Challenge
HIGHJAM was appointed as The Guardian’s experiential agency in 2012. We have been commissioned to run all live brand experience activity including festivals & event activation.
Solution
The Experiential Tour visits various events each year, from Camp Bestival, WOMAD, Edinburgh Festival and The Wimbledon Tennis Championships. Working as part of a multi-agency team, HIGHJAM is tasked with delivering all promotional activity ensuring consistency and integration across all campaigns. The Guardian is bucking the trend of sales decline currently being experienced by all other daily printed newspapers with a year-on-year sales increase.
Results
The yearly programme interacts with over 300,000 consumers across various events each year delivering lasting positive experiences that go on to drive further reach via WOM – resulting in a total reach in excess of one million consumers and attributing to over 35,000 incremental sales for the Guardian and Observer.
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