The multi-layered activity will run across The Mail on Sunday, MailOnline and Metro.co.uk for eight weeks from Sunday 6th September and is Mail Brands UK’s first major cross-platform partnership since its formation in July.
Encompassing cover-wraps, homepage takeovers, a branded video mini-series, multi-format advertising and online competitions, the six-figure initiative launches with a four page cover-wrap of The Mail on Sunday’s Event magazine. The campaign then switches gear with a full-site takeover of Metro.co.uk on Monday 7th September, followed by a home page takeover of MailOnline a day later.
On the following Sunday (13th), the two sites will debut an exclusive series of short-form episodic programming featuring TV and radio stars, Larry and George Lamb. On one tank of petrol, the father and son team travel in a Seat Ibiza from Bristol to Newcastle by way of Oxford, Manchester, Leeds and York. On their journey, they discover hidden gems reflecting the hidden features in the new SEAT Ibiza, including a new eco TSI engine, phone to dashboard technology and new upholstery.
The six episode series - George & Larry’s Hidden Gems Road Trip - will be hosted on a SEAT-branded hub on MailOnline and Metro.co.uk. There, photo galleries of the trip, features and images of the new car and a competition to win experiential weekends around the country can be found. Supporting advertorial, native and display advertising will land in concurrent weeks up until 26th October.
Mel Scott, Chief Revenue Officer, Mail Brands UK: “This innovative partnership is a brilliant example of our ability to deliver best-in-class cross-platform solutions. Spread across our portfolio of market-leading brands, the campaign perfectly captures the essence of the new SEAT Ibiza and promotes it to consumers in engaging and impactful ways.”
