User engagement campaign - Time Out Love London Awards

• Expand editorial coverage of London venues without increasing overall editorial costs
• Reinforce Time Out as the go-to provider for reviews and information across all London regions
• Grow the number of user accounts and visits to Time Out website to maximise revenue
• Budget £150k

• Created an online awards programme to generate local user reviews, enhancing editorial coverage of going out in London
• Designed and launched the Love London Awards
• Used data from commissioned qualitative market research to understand relationship of potential users with the Time Out brand
• Positioned the Awards as the definitive local guide to the best of London, creating pride in local community neighbourhoods and positive rivalry
• Targeted advertising within local neighbourhoods, prioritising areas mapped with high volume of residents and local venues not yet listed on Time Out
• Led the development of flexible creative design for multiple uses: magazine, print, digital, vinyl stickers, OOH, winner assets for local coverage post campaign
• Targeted audiences within local areas for personal recommendations and voting, including venue and event owners
• Created and tested a responsive voting website providing weekly updates of progress for additional social media stories and campaign assets

Increased site visits by 35% over a 3-month period

20k additional customer accounts

 300,000 votes  

cast by 67,000 people