LONDON – 17 June, 2016 — Dorset Cereals has today launched its first ever multimedia partnership with the Guardian through in-house branded content agency Guardian Labs. The campaign kicks-off by celebrating the shortlisted finalists of the 2015 Dorset Cereal B&B awards, to then roll into the voting for the new entrants of 2016. The content not only focuses on the B&Bs and their owners but also champions the places these B&Bs are based in. The partnership will run double page features in print, published monthly in The Guardian Weekend supplement, as well as on a dedicated ’Live Like A Local’ hub, with additional information, hosted by the Guardian online. All content will be clearly labelled inline with the Guardian’s commercial content guidelines.
The activity runs from June – December 2016, is being managed and planned by Chorus, the specialist partnerships division at Maxus. The campaign is aimed at young, foodie consumers, who appreciate staycations in beautiful venues around Britain, with the aim of increasing the target audience’s awareness of Dorset Cereals and the aspirational B&B Awards. The ‘Live Like A Local’ story will aim to uncover the hidden secrets of the award winning B&Bs and their owners, and will focus on four key areas:
- Owner profiles – Dorset Cereals get up close and personal with those running and managing these lovely B&Bs, finding out why they got into the business and more importantly, why they chose their location
- Local Breakfasts – Championing the most important meal of the day, picking out what makes a truly special breakfast and highlighting the range of options available to guests
- Guestbook heroes – showcasing the best memories and messages from guests and their stays at the B&Bs
- Explore Like a local – pulling out exciting things to do in the local area, with recommendations from guests that wouldn’t be found in a guidebook.
By bringing the information on the digital ‘Live Like A Local’ hub to readers in a variety of formats- from a stop motion video, listicles, to competitions, and through the stunning use of images, so typical of Dorset Cereals- The Guardian will create an impressive and engaging display that is sure to get people hooked and reading.
Aisling Syme, brand manager at Dorset Cereals said: “Our partnership with Guardian Labs provides us with a platform to celebrate the undiscovered, the fantastic, the quirky and the much loved B&Bs across the country. It will also create a library of inspirational places to stay for readers to choose from and read up on”
Laura Gao, account director at Chorus By Maxus said: “Together with the Guardian, we created the ’Live Like A Local’ theme. We wanted to uncover the secrets known only to those in the communities that these spectacular B&Bs are a part of; where to go, what to see, what to eat and bring them to readers with the Dorset Cereals premium stamp of guarantee. Through this partnership, we are able to celebrate what is special about Dorset Cereals and their very unique B&B Awards.”
About Maxus UK
Maxus UK was founded in 2008 with just 30 employees, and today has over 250 staff. It is now a top ten UK agency, billing upwards of £400 million.
Maxus UK clients include L’Oréal, BT, Barclays, Fiat Group, Associated British Foods, npower and Avis Budget. It was named Agency of the Year at the 2014 Media Week Awards and in 2016 was named as one of The Best Companies To Work For by The Sunday Times.
Maxus UK has pledged its commitment to the IPA’s Make The Leap campaign, supporting four diversity and equality goals, including aiming for 40% representation of women in senior management roles by 2020.
Maxus UK is part of the Maxus Global network, which employs over 3,000 people across 55 countries in 70 agencies worldwide and works for some of the world’s most well-known advertisers. For more information, visit www.maxusglobal.co.uk and @maxuslondon
Maxus is part of GroupM, the world’s largest media investment management group, responsible for nearly one-third of all media investment worldwide and serving as parent company for all of WPP’s media agencies.
About Dorset Cereals
As well as making delicious and unadulterated breakfast pleasure, Dorset Cereals like to recognise the support B&Bs have given them over the years; and from this the Dorset Cereals B&B Awards were created. To find out more head to www.dorsetcereals.co.uk/bnb-awards