Coinciding with their global brand re-launch, Cathay Pacific partnered with News Corp Australia to deliver an integrated campaign that would take the idea of a ‘Life Well Travelled’ and convey the premium experience of travelling with Cathay Pacific to readers, to:
 
1) engage potential new customers of Cathay Pacific; and
2) ultimately increase consideration and bookings for Cathay Pacific during the campaign period.

From receipt of the brief from UM, News Corp Australia built an integration component of the campaign for Cathay Pacific within a 48 hour period.  

Campaign Overview

The Australian Institute of Management (AIM) were seeking to increase consideration of their further education management courses. Using our revolutionary new approach to segmentation News Connect, we were able to help AIM to identify three qualified and accurate segments (relating to people undertaking further study) and specifically serve these customers with AIM’s advertising creative - bringing AIM closer to their future customers. 

AIM wanted to reach students interested in undertaking further study among their top priority courses, to support achievement of a 20% YOY sales target. The top priorities for 2015 were: customised corporate training, Diplomas and a number of short courses.

AIM was looking to target:

1) people wishing to undertake further study from a low income background
2) those with a preference for further marketing education, and
3) those interested in undertaking general further study.

To effectively reach AIM’s target audience, News Corp’s next generation data modelling product, News Connect, was used to identify qualified and accurate segments at scale across our premium content environments.

Three segments were created that would align our audience's propensity to undertake further study with AIM’s top priority courses for 2015.

The Execution

The three step News Connect process was undertaken to complete the data modelling for AIM.

1.Data inputs: The target audience was identified through a series of Micro Surveys via our Connect Panel Survey.
2.News Purchase Graph:  We identified the statistically significant connections between people identified  and what they watch and read across the network.
Highly qualified segments: This News Purchase Graph was applied to New Corp’s addressable readership of 7 million+ people 

In creating the tailored News Purchase Graph for AIM we were confidently able to identify study intenders based on the hugely valuable assets of offline behaviours (study intent) fused with their online behaviours (what they watch and read online).

With strong signals for each segment in online content behaviours, such as high mobile consumption and readership of finance sections, three highly qualified and accurate segments were created allowing AIM to reach their future customers.

The Results

The three segments delivered strong index results, as follows:

• Considering Further Education - Low Income.  Index: 247
• Considering Further Education, Business fields Index: 162;
• Considering Further Education - Index: 144; Segment

The accuracy of the segments was demonstrated by  1000 course enquiries received during the 1st month of the campaign, an increase of 50% on the month prior.

In addition, a News Corp Pulse Reader Panel Survey which was carried out before and after the campaign showed

1) a significant increase in brand awareness and*,    
           a. B2C – 29% overall uplift

           b. Emerging Leaders  - 32% uplift

           c. C-Suite  - 29% uplift                                                     

2) that those who recall AIM advertising had a 21% higher consideration than those that did not recall AIM advertising ^

*Source: Pulse Reader Panel, AIM brand study Sep 2014 to May 2015 (n=826)

^Source: Pulse Reader Panel, AIM brand study May 2015 (Readers who did not recall AIM AD = 426. Readers who recalled AIM AD = 137)

Client Experience

“We were really excited to partner with News Corp Australia and be one of the first to trial the News Connect product. News Connect delivered a level of targeting that we haven't seen before. It delivered a solution that allowed us to understand how people who might be interested in further study interact with content online.

We were able to reach the right people with the right messaging and gain valuable insights into the type of content consumed across the News Corp network. This campaign generated a true increase in awareness and consideration for AIM with 1000 course enquiries received in the first month of the campaign, an increase of 50% on the month prior”.