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Unique advertising partnership between TV3 and 11850 proves successful


30/08/09

Following a unique advertising partnership with TV3, 11850 are pleased to announce the success of this groundbreaking approach to innovative media buying. Due to advertising solely on TV3 for the duration of a six-week campaign, 11850 could monitor changes in consumer opinion, which were directly related to this specific “All Media Platform” partnership approach.


The mutually beneficial partnership consisted of a unique agreement between 11850 and TV3. TV3 provided 11850 with their multi-channel, multi-platform media, which ran from April 27th 2009 to June 5th 2009, and included a heavy weight airtime campaign across TV3 and 3e; weekend and programme specific sponsorships; promotions through TV3’s home produced programming; online activity; and editorial coverage. 11850 advertised exclusively on this platform for the duration of the campaign, something which 11850 have never undertaken prior to this relationship, so that they could successfully provide TV3 with solid figures regarding the effectiveness of advertising on their channel.


Pat Kiely, Commercial Director, TV3 commented, “We are delighted that TV3’s unique total station approach proved so successful for 11850 in this campaign. It was great to work with 11850 and monitor the progress of this innovative, multi-platform activity across TV3, 3e and tv3.ie.


The figures from 11850’s monthly brand tracker research show that the advertising partnership with TV3 increased 11850’s top-of-mind awareness by 9%, while spontaneous awareness of the brand increased by 11%.


Susan Branchflower, Chief Executive, 11850, also commented, “11850 pursues fresh approaches in our marketing initiatives. We have already produced Ireland’s first live advertisement, and we were keen to be involved in a new kind of media buying. So being a part of this ground-breaking advertising collaboration with TV3 was exciting for us, and we are extremely pleased with the results.”


-ENDS-


Editors Note:

11850 is Ireland’s original independent directory enquiry service. Celebrating its tenth anniversary of service, 11850 is committed to providing callers the highest levels of service, accuracy and courtesy. 11850 joined the kgb family of businesses in 2006. kgb is the world’s largest independent provider of directory assistance and enhanced information services.

11850 is market leader in text directory enquiries in Ireland and is the second largest voice directory assistance operator. Recognised as a leading innovator, 11850 was the first to introduce value added services such as free number textback, and remains the only DQ operator offering free search via the web.