Summer is a key time for the Health and Fitness industry, especially so for David Lloyd Health clubs due to the strong association with British tennis. The traditional hysteria around Wimbledon fortnight has meant that the tournament is a key time to market to potential new members.
David Lloyd Clubs wanted to associate all tennis content across Trinity Mirror's regional press portfolio, taking advantage of the company's strong profile within the local community. The challenge was that the sites do not have a 'Tennis' section within their Sports vertical, meaning that any solution would need to find relevant pages within unsegmented content.
Trinity Mirror's national sales team, Amra, utilised Grapeshot's technology to create one unique 'Wimbledon' channel across 56 local news sites. This laser-guided solution ensured that the David Lloyd creative was served only against relevant 'Tennis' content, automatically delivered without the need for any manual tagging. This premium content was all previously unsegmented and found run of site, within Sport, News, Reviews and Listings.
Of all media partners in the campaign, Trinity Mirror was the best performing.
Across a 3 week period over 1.18m ad impressions were served, generating 1,556 clicks. The click through rate of 0.13% was almost three times higher than the site average for Trinity Mirror of 0.05%.
In effect Trinity Mirror had used Grapeshot to create a whole new vertical channel for Tennis where nothing existed before, in the process proving how the right ad in the right environment can significantly bolster performance.