Guardian content strands at heart of new strategy

The Guardian is to focus on its “most loved” editorial sections as part of its new marketing strategy.

The Guardian and Observer Film season is the first of a series of themed campaigns which will see the publisher celebrate its established content strands.

A ’power 100’ list of movers and shakers in the film industry kicks off the campaign, followed by an insiders guide to film-making and a seven day series of features about the top films by genre, with content from film critic Mark Kermode.

TwitPitch will allow readers to pitch their craziest film ideas via Twitter and Guardian blogs, with the winning idea turned into a film poster for G2 magazine. A 60 second animated online video, created by W&K, will invite readers to compete to guess the most film references contained within it.

“This approach allows us to market our editorial in a way that engages the reader interactively, while creating further online content,” marketing director Chris Lawson told Marketing Week.

“Our audience are passionate about film, and about the brand, and we intend to build on that core strength digitally and across the paper,” he adds.

The month-long campaign, which begins on 24 September, is the first under Lawson since he joined from Absolute Radio in April 2010. It will be promoted across press, national radio and online.



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