INTERACTIVE: Flightbookers

Some Internet sites can deliver information better than their traditional predecessors; others threaten to replace them altogether.

Some Internet sites can deliver information better than their

traditional predecessors; others threaten to replace them

altogether.



For the first time, this site makes it possible to check flight

information from most of the major airlines, find the lowest fare and

book a seat directly through the Web. Site users must enter their

destination, the arrival and departure dates and the system responds

with current fares in a choice of eight languages and over 100

currencies.



While aesthetically the site is only a couple of evolutionary steps

ahead of Teletext, it doesn’t matter because it is so useful and simple

to use.



Perhaps the site could offer more guarantees to individuals worried

about credit card fraud, but I think if people try it once they’ll

probably be hooked.



Client Associated Electronic Publishing

Brief Edit the Website for the UK

Created by AEP’s editorial team

Designed by Oracle

Address www.flightbookers.co.uk

..HL.-

CAM # 07:02:97

INTERACTIVE: How a pub quiz game aims to bring young readers to the

Radio Times - CASE STUDY/BRAND EXTENSIONS/Bosses at Radio Times are

delighted their pub game is proving so popular with students, Mairi

Clark says

..BL.-

   By MAIRI CLARK

..XP.-<

Page_26

Photographs (omitted)



Brand extensions can be a thorny area, but when they work, the

benefits should not be sniffed at - combining, as they do, extra brand

awareness and increased revenue.



In theory, Internet sites are a brand extension. But while few people

pretend they can make money out of a Netsite at the moment, one

revenue-spinning interactive idea is the pub game - and it’s one that

media owners in general, and the BBC in particular, have been quick to

exploit.



Not that there has necessarily been a concerted effort at the BBC to get

into pub games. The Radio Times machines that are currently proving

popular in pubs and bars across the land only exist because two years

ago, Nicholas Brett, the then editor of the Radio Times, was intrigued

by a Telly Addicts quiz machine he saw in a colleague’s office.



Brett, now publishing director, explains: ’The Telly Addicts game was

simple but very visual. People sometimes have a very outdated opinion of

the Radio Times and I thought it would be an ideal way to attract new

readers.’



Brett asked if it would be possible to have a machine made for him and

was put in touch with Bell-Fruit Manufacturing. The process of creating

a game for the Radio Times had begun.



’It was very important for the game to carry Radio Times branding, but

it had to be a game of skill,’ Brett says. ’One of our art directors put

together the design and devised some questions.’



The machine itself took around six months to make and the resulting game

consists of seven rounds of questions connected to TV and radio. It

shows clips from TV programmes alongside questions and has a pounds 5

jackpot. It differs from standard ’skills with prizes’ games in that,

even if players get questions wrong, they still go through the six

rounds to the final and can possibly win the jackpot.



The game is designed so that players feel they are looking at pages of

the Radio Times and each round signifies another day in the week of the

magazine. The background to each round carries Radio Times branding and

covers from old Radio Times issues are featured at the beginning of some

rounds. When the cover of the magazine isn’t used, footage from the

programme in question is shown.



The first quiz machine that the BBC licensed was derived from DLT’s

snooker radio quiz, Give us a Break. Since then, as well as Telly

Addicts, the BBC’s A Question of Sport, ITV’s Every Second Counts and

Channel 4’s the Crystal Maze are among the brands to have diversified

into quiz machines.



Bass took its Carling Black Label brand into pubs and clubs with a Shoot

Out quiz machine in 1995 and Allied Domecq has trialled a ’fantasy

league’ game in pubs.



It’s easy to see why a title such as the Radio Times has been tempted to

lend its brand to quiz machines. It not only attracts the gaze of people

for whom advertising normally passes by, but the BBC even gets paid for

it. Each machine costs the brewery approximately pounds 2,500 to buy

and, out of that, the BBC receives pounds 80. So far, 1,100 have been

sold and you don’t have to be a mathematician to work out that it’s a

good deal.



It’s difficult to say exactly whether the game works as an advertising

medium, but Bell-Fruit says that the games are proving to be very

popular in student union bars, which pleases Brett no end: ’We’re

getting through to potential readers.’



’If students are playing it, then they probably remember the Radio Times

of old they bought only at Christmas. People play the game and think ’I

never knew it looked like this, I should buy a copy’. It’s ideal.’



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).