Insert case study - Chester Zoo

Name or Proposer: John Stevens

Advertiser: Chester Zoo

Media Buying Agency: Mediacom North

Sector: Leisure

Appearance: 7th-11th Aug

Titles/Sector: Bradford Telegraph and Argus, Coventry Evening Telegraph, Southport Visitor, Huddersfield Daily Examiner, Birmingham Mail, Manchester Evening News, Liverpool Echo.

Format: Double broadsheet loose insert fold-out with barn door

Stand Out:

• 8pp broadsheet format folded to tabloid on 52 gsm improved newsprint.

• Inside spread is a poster

Commentary:

• Maximum standout as the insert is the size of the paper

• Interacts with consumers as the format requires readers to open it out

• Insert appears as part of the paper as it is printed on the same type of paper as the newspaper

• The front page and OBC show off the animals and enclosures they have at the zoo with a map on the inside barn door. The centre poster is of dinosaurs to promote the opening of their new life size exhibition.

• The large format allows the client to have a poster of dinosaurs for children to use which gives the piece longevity and interaction with the target audience.