The campaign will run across Trinity Mirror’s national newspapers (Sunday Mirror, Daily Mirror and Daily Record) and regional newspapers (Birmingham Mail, Newcastle Chronicle, Liverpool Echo, Western Mail, Huddersfield Examiner, Manchester Evening News), the Daily Mirror’s e-edition and across Trinity Mirror’s portfolio of recruitment websites which includes Fish4Jobs.
Throughout the campaign readers will be able to access The OU Zone, an online and mobile Open University hub created and hosted by the Daily Mirror.
The partnership, brokered with Rapp Media’s Alex Marsh and Trinity Mirror Innovations’ Melissa Cafferkey, is to date the biggest deal the Open University has signed with just one media partner.
The editorial and commercial collaboration will launch with seven days of editorial coverage in the Daily Mirror supported by key columnists such as Tricia Phillips, the Mirror’s award-winning business writer.
The project will run until the beginning of April, and includes a 4-page supplement and content featured weekly across the Daily Mirror, Sunday Mirror and key Trinity Mirror regional titles.
The partnership will also take advantage of the Trinity Mirror digital platforms with content running across the e-edition, online and mobile with the main of making people aware that the Open University is for everyone. It gives anyone – whoever they are, wherever they live, whatever they do and whatever their financial situation – the opportunity to study in their own time to make a better life and career for themselves.
Keith Yonish, Trinity Mirror Head of Innovations, said: “We believe our cross-platform national and regional proposal set us apart from our competitors and this, coupled with the editorial backing to the campaign, will provide exactly the reach that the OU are seeking. This is a great example of the scale that Trinity Mirror can pull together with its in-house full service project management and design team.
“We’re working with the OU to engage and encourage our vast readership. We hope the partnership will allow our readers to learn more about the opportunities that the OU can offer, and realise that by becoming more educated and skilled in their own time and with financial advice they can achieve an improved quality of life and a better career.”
Suzy McGill OU Group Brand Communications Manager, said: “Trinity Mirror is a great partner for The Open University. Not only does it offer media titles that enable our marketing to reach diverse and large scale audiences across all UK nations, but its editorial support for the role that the OU plays in society has been fantastic.”
Alex Marsh, Rapp Associate Director, said: “I have thoroughly enjoyed working with the Mirror Innovations team on this exciting and unique project. They are fantastic people and I know the final delivery of this campaign will be spectacular and will prove of significant benefit to The Open University. Rapp Media look forward to working with Trinity Mirror on future projects.”
