In today’s complex and rapidly changing media landscape advertisers are constantly looking at new ways to engage with audiences. No longer is it sufficient to just interrupt people’s thoughts. Advertisers increasingly want to communicate ideas in a more personal way and to create experiences. In many cases, these experiences enable brands to become closer to consumers than traditional advertising allows.

From a media owner perspective, we believe that this need has led to a shift from clients simply wanting to buy media space to wanting to own and create it.

Newspaper content, in print and online, offers advertisers the opportunity to exploit a highly personal relationship that readers have with their chosen newspaper. Successful sponsorships can create more impact and be more memorable than straightforward traditional advertising.

The Guardian Plus sponsorship team offers a range of content led sponsorship solutions, such as supplements, advertisement promotions and microsites, to help advertisers gain competitive advantage and to meet marketing their objectives.

The team boasts a wealth of experience and has a strong reputation in the market for producing successful sponsorship solutions. It is this experience and expertise that enables the team to advise clients as to how sponsorship fits into the marketing mix and what makes a sponsorship campaign successful.

Benefits for clients include:

• Association with the brand values of the host product
• Becoming part of a highly credible and trusted environment
• The ability to communicate detailed or complex brand messages
• A softer and more engaging sell
• Interacting and building closer relationships with a captive audience

Guardian News and Media comprises a range of immensely strong brands, with the Guardian particularly being one that can be classed as an editor brand.

Faced with an increasing choice of what media to consume editor brands become increasingly important, as they are brands that consumers feel loyal to and choose to consume regularly.

An easy way to identify Editor brands is to see if they pass the ‘I am a…’ test. I am a Radio 4 viewer, I am a Guardian reader and so on. They succeed in spite of and perhaps because of, the increasing volumes of media.

A medium that is an editor brand can be a very powerful channel for advertisers to use.

For more information about the sponsorship opportunities that exist, please call the Guardian Plus sponsorship team on
020 7713 4620.