The UK’s largest regional integrated media owner, Johnston Press, has chosen Cherry London to develop its first centralised national partnership strategy and programme.
Cherry London, whose client list boasts Aviva, O2 and Visa, will be delivering a cohesive and energised national partnership strategy to drive subscription and sales, which will launch across Johnston Press’ key titles this month.
Johnston Press is the largest publisher of regional newspapers in the country with a readership of 15 million. Flagship titles include The Yorkshire Post and the Scotsman, as well as 13 daily newspapers, 230 weekly titles and 200 local websites.
Tamara Gillan, founder and CEO of Cherry London, says: “Unlocking the power of regional media and communicating with customers both locally and on a national scale is a great opportunity for Johnston Press and for partners.
“There’s been a distinct shift in consumer behaviour over the past few years, customers are much more engaged and concerned with their local communities and local media is really important within this step change.
“Johnston Press has the opportunity to talk to over 30% of UK households, and these readers feel ‘ownership’ and feelings of trust towards their local paper in the same way they’re committed to their local shops, pubs, restaurants, services and sports clubs. Therefore this offers partners the opportunity to reach an engaged and loyal audience on a mass scale.”
Lucy Sinclair, group marketing and audience development director at Johnston Press, says: Johnston Press engages huge numbers of traditionally hard-to-reach audiences in rural communities, towns and cities across the UK. Our brands have a loved and trusted relationship with the communities we serve. Working with Cherry is a key part of our new marketing strategy to use our size and scale across digital and print, to add more value to our local audiences and to enable national brands to capitalise on our unique media.”
About Cherry London:
Cherry London is a marketing agency that specialises in big-idea lead partnerships that challenge the way that brands connect with each other and with people. Absurdly well-connected, we build partnerships that are beneficial to everyone; leveraging your assets to get you access to more effective media than you can buy.
Add our fresh, strategic thinking and our commitment to deliver against solid success criteria and there you have it: our totally new way of connecting brands. Our clients include O2, Visa and Pernod Ricard.
Cherry London is the strategic partnership agency for O2 Priority Moments.