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    Sportsdirect.com
    Helping customers get fitter, play better and look great with Sportsdirect.com

    Sportsdirect.com magazine

    Sportsdirect.com magazine hit the newsstand in July 2013 with a cover price of just £1 and the ambition to help its target audience of young men and women get fitter, play better, look great - and shop direct from the page at the UK’s no.1 sports retailer thanks to innovative integration of Aurasma technology.

    How we did it >

    Sportsdirect.com magazine

    It’s a big leap from an annual editorialised catalogue to a monthly men’s newsstand magazine. But, after working with us since 2007, Sportsdirect.com had faith in Haymarket Network to deliver - and sell - the goods. The 132-page publication contains a mix of sport and fitness news, a personal training section fronted by Gemma Atkinson, a column by football pundit Chris Kamara, and a wealth of performance-enhancing tips from Sportsdirect.com brand ambassadors.

    A 24-page product guide, The Big Shop, highlights the season’s best buys, all available to scan and purchase from a smartphone or tablet using a new Sportsdirect.com app powered by Aurasma. Other pages from the magazine - including fashion shoots and product reviews - offer the option to shop.

    Sportsdirect.com magazine is aimed at those people who are interested in sports and fitness, but not currently served by other, more niche, magazines. Not only is the title being sold through the brand’s high streed and online stores, but Network secured a wider newsstand presence through its distribution partner Frontline.

    16,000 appDOWNLOADS DURING FIRST MONTH

    Berkeley Homes
    Selling the dream lifestyle of a Berkeley home

    Berkeley Homes Magazine

    Our sleek, annual magazine for property developer Berkeley Homes is a blueprint for luxury living that uses Haymarket’s global network to appear in prestigious hot spots around the world, such as five-star hotels and First Class lounges.

    How we did it >

    Berkeley Homes Magazine

    The longest established brand of the Berkeley Group, Berkeley Homes challenged us to create an annual publication that would engage with potential customers, increase brand awareness and bring to life the personality of the brand.

    Taking creative cues from the properties’ high aesthetic ideals, we delivered Berkeley Magazine. It’s a covetable glossy that’s direct-mailed to potential clients and carefully positioned in suitable locations. Content focuses on quality architecture and design, exclusive bars and restaurants, prestigious arts and culture, all linked to Berkeley locations. Terence Conran jumped at the chance to be involved – as have the celebrated interior designer Tara Bernerd, iconic photographer Terry O’Neill, edgy fashion designers Eley Kishimoto, and revered theatre director Richard Attenborough.

    The Army
    Recruiting better soldiers for the British Army

    British Army

    We’ve been working with British Army recruitment for 12 years, and it’s our job to encourage young people to join in these challenging times. So for our latest issue we knew we had to pull off something extra special.

    How we did it >

    British Army

    256 Reasons to Join the Army is designed to capture the imagination of teenagers in Further and Higher Education, showcasing the breadth of career opportunities in the Army. We organised an exclusive three-day photo shoot in Haymarket’s Teddington studios featuring individuals and teams from various regiments and divisions.

    Our military models ranged from an entire Phase 1 platoon (30+ trainee soldiers) to a Light Gun, a Bomb Disposal Operator and even a regimental ram. Our aim was to present their stories in a heroic way, and photographing them all on a white background in the studio helped us to really focus on the soldiers, while making them seem accessible and their skills attainable. Research shows that 74% of readers find the Army more appealing as a result of reading Army magazine.

    74%shift

    Jaguar
    Driving luxury car lovers into Jaguar showrooms

    Jaguar Magazine & iPad app

    We create the magazine that’s been a core part of Jaguar’s CRM strategy for a decade and an iPad app that - in four issues - has been downloaded 80,812 times and driven a potential 4,000 customers into Jaguar dealerships.

    How we did it >

    Jaguar Magazine & iPad app

    Ten years ago Jaguar asked us to help reinforce its brand messages and the customer’s purchasing decision, making Jaguar owners feel part of an exclusive club. Combining our automotive expertise with modern perceptions of luxury, we created a magazine in 14 languages that is now the backbone of the company’s CRM activity and plays a key role in generating new car sales.

    In 2010 we launched a free, bespoke iPad magazine app giving users access to video and extra content. It was an instant success, putting customers at the heart of the Jaguar experience and creating an integrated brand presence. After four issues, we have had 80,812 downloads of the app around the globe. More than 4,000 potential customers have contacted a Jaguar dealership to find out more or book a test drive.

    80,812downloads

    Volkswagen
    Improving customer service with a digital solution

    Volkswagen Group Desktop

    Since 2008 we’ve had an editorial team embedded in Volkswagen’s headquarters to create content for Desktop - an extranet used by the Group’s 500+ retailers. Such has been its success, we’re now responsible for the site’s design, build and hosting as well.

    How we did it >

    Volkswagen Group Desktop

    When Volkswagen Group needed to improve communication with its retailer network, it was clear that content needed to be at the heart of the relationship. Our solution was to establish a team of experienced Haymarket editors within Volkswagen Group’s corporate HQ in Milton Keynes. They work directly with the Volkswagen, Audi, SEAT and Skoda brands to transform press releases and dry product updates into engaging stories, ensuring that important information catches the attention of sales managers and aftersales technicians from Plymouth to Inverness.

    Over time, our relationship with Volkswagen has expanded. We’re also delivering content to Volkswagen Group’s customer services department, courtesy of Knowledge Base - a Wikipedia-style solution that means answers to common queries can be shared quickly between departments.

    IAAF
    Igniting the passions of athletics fans at the Federation's website

    IAAF website

    The challenge was to create a website that delivers the information essential for a world governing body, is a must-visit destination for existing fans and makes the sport accessible and exciting for a new generation.

    How we did it >

    IAAF website and Spikes

    Our strategy was to create a hub-based site with a pioneering navigation system that enabled all groups to find the information they wanted quickly. It merges a multitude of microsites into one site with rolling hubs for each competition, has easy stepping stones into content that’s properly connected and has a constantly surprising and rewarding user experience that sets new standards for a world sport governing body.

    We worked with the IAAF’s data agency and built a system that allows fans to dynamically search their immense stats and results database for the first time. This included a profile of every athlete ever to have participated in an IAAF event.

    We also relaunched SPIKES magazine with a digital and social media strategy, including a digital magazine, Twitter and a Tumblr site to provide new fans with a unique, edgy, inside track on the world of athletics.

    We created dynamic profile pages for100,000 athletes

    Locog
    Capturing the thrills of the Olympic & Paralympic Games

    London 2012 Olympic & Paralympic Dailies

    As the supplier of official programmes to London 2012 our challenge was to help visitors get the most from every Olympic moment. So we created a 68-page programme for each of the 27 days of the Olympic and Paralympic Games.

    How we did it >

    London 2012 Olympic & Paralympic Dailies

    The training was gruelling. We learnt valuable lessons from the teams who had already produced the London Prepares magazines and programmes for test events, ceremonies and cultural events, as well as the bumper souvenir programmes. Then, over many months, content was planned, interviews carried out, schedules were revealed – the Dailies took shape.

    We made it to Games-time and remarkably almost all of our planned cover stars made it to their start lines. The curse of the cover struck early and Mark Cavendish, Becky Adlington and Tom Daley failed to strike gold. But Bradley Wiggins turned the tide…for us and the nation. We hit our stride, sending covers by 11am and the rest of each programme by 8pm. They were at the venues by 5am. In total, Haymarket Network delivered 4,176 pages in 53 publications for London 2012. The biggest single project undertaken by a content agency.

    4,674,680publications

    Tillington Group
    Heralding the start of the gardening season

    Beautiful Gardens magazine

    Door-dropped in spring, Beautiful Gardens magazine heralds the start of the gardening season for 4 million UK households. It drives footfall into the 11 independent garden centres in the Tillington Group, boosting plant and product sales.

    How we did it >

    Beautiful Gardens magazine

    The Tillington Group is a coalition of 11 independent UK garden centres that have united to share expertise and good practice, and carry out some marketing projects and buying collectively. Each has a distinct character and target customer, and no two centres are the same. Beautiful Gardens magazine incorporates a raft of common content including inspirational articles and practical advice as well as bespoke regional pages for each centre.

    Since 2003 Haymarket Network has created, printed and distributed around 4 million copies annually (through Royal Mail door-to-door) within a 35-mile radius of each garden centre. This means producing around 20 unique versions each year.

    The success of Beautiful Gardens led to the demand for a Christmas magazine for the Group, which showcases the centres’ festive offer and activities.

    300.000COUPONS REDEEMED. 2011

    SPIKES/IAAF
    Driving social engagement around athletics

    SPIKES

    SPIKES is a multi-platform, digital publication aimed at promoting the sport of athletics around the world. With its unique style and tone and unrivalled access to the stars of the sport, SPIKES is bringing the world of track and field to life, one run, jump, throw at a time.

    How we did it >

    SPIKES

    Following the massive success of the London 2012 Olympic Games, the IAAF challenged us to capitalise on the surge of interest in athletics and to help promote the sport and attract new fans.

    Which James Bond would win a 100m sprint? How did Kenya’s Julius Yego self-coach himself on YouTube to an Olympic final? How does US sprinter Natasha Hastings balance life on the track with being a model? Why does Jamaican sprinter Yohan Blake eat 16 bananas a day? And why did the world’s best all-round athlete ever Ashton Eaton used to fight trees in his garden?

    These were just some of the pressing questions we set out to answer in our bid to offer a unique, edgy, inside track on the sport and its stars.

    To reach as many people around the world as possible, we developed a social media strategy embracing a number of digital and social platforms including, Twitter, Facebook, Tumblr and Instagram. Alongside this, we create a number of special edition digital and print magazines, to coincide with the global athletics calendar.

    In six month, SPIKES has grown consistently across all channels, from zero on all platforms to around 5,000 page views per week on our Tumblr page and over 5,500 followers on Twitter.

    240,000PAGES VIEWS ON TUMBLR

    CIPD
    Adding value to membership and making HR relevant to the wider business

    People Management magazine

    People Management is the official monthly magazine of The Chartered Institute of Personnel and Development (CIPD) and the largest HR title in the country. It is a key member benefit and helps define HR’s place in the wider business and economic landscape through engaging features, case studies and incisive news articles.

    How we did it >

    People Management magazine

    When Haymarket Network began working with the CIPD in 2012 our priority was to get a deep understanding of its membership - undertaking focus groups and interviews with HR professionals in every sector. As a result, People Management was given an extensive makeover to move it closer to its core, predominantly female audience.

    The new-look PM takes visual cues from women’s and mass-market publications, though its content remains as relevant as ever. Hard-hitting features tackle HR-related business issues (bias, whistle blowing) and social concerns such as part-time working, complemented by case studies, interviews and practical how-tos that spread best practice.

    Reader feedback is phenomenal and display revenues and online recruitment are up. LinkedIn group is growing at 1,000 a month and the number of tweets and re-tweets from the @peoplemgt handle is up 60 per cent per week on average. The number of unsolicited comments tweeted in response to People Management articles was 900% higher in July 2013 than the level a year earlier.

    136%INCREASE IN LINKEDIN GROUP MEMBERS

    You’ve seen what we’ve achieved for our existing clients. So let us come up with a content marketing solution for you. Just tell us about your brand’s communication challenges and we’ll put the kettle on, round up our strategic and creative geniuses, then get back to you with our brightest idea. No obligation. Just drop us an email or give us a call. What have you got to lose?

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