Charity will use PPL deal to develop brand identity

PPLCharity Missing People is embarking on a major regional awareness drive after clinching a sponsorship deal with not-for-profit money draw, The People’s Postcode Lottery (PPL).

The PPL is most active in Scotland, where it sells over 100,000 tickets a week. It also has a small operation in North-east England, where it sells 30,000 tickets for each draw, and plans to roll out across the rest of the country later this year.

The sponsorship will support Missing People through regional press wrap ads and direct mailshots, ambient and TV ads, the first of which will break next week.

Missing People says it clinched the deal after demonstrating the level of recall achieved via its partnership with Iceland, which carries Missing People ads on milk cartons. Nearly 20% of UK shoppers recalled the partnership, according to a report from charity research agency NFP Synergy, a higher figure than other high profile charity tie-ups with a major consumer brand.

Alison Cowan, fundraising and marketing director at Missing People, says: “After a successful rebrand in 2007 Missing People is now developing its regional brand identity, which will be helped via the People’s Postcode Lottery’s high volume regional marketing activity.”

The charity already uses TV, radio and print to raise awareness of its work. Out of the cases on its books, 70% of missing people are found. To date, the most successful medium it uses to find people is the Metro newspaper.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here