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Lyons Tea brews up new campaign

LYONS Tea will launch a €1m advertising campaign to highlight the strength of its range and the introduction of two new blends: Fresh Blend and Evening Blend.

Lyons said the range "stands apart" as the tea blends are made using a "unique pressing technology". Effectively this means the leaves are pressed at different stages during fermentation in order to capture and preserve the refined taste of the three blends the company uses.

The long-standing Gold Blend will be enriched with pressed tea leaves, while Fresh Blend and Evening Blend will be introduced to and will showcase teas taken from different parts of the pressing spectrum.

A '360 degree' campaign supports the new range and at the heart of this is a new TV ad directed by Irish director Steven St Leger, working with his long-time collaborator, cameraman James Mather.

The TV campaign is supported by radio, outdoor, digital and public relations promotions.

The 30-second commercial, developed by Lyons Tea in conjunction with Dublin ad agency Rothco, revisits the theme of "putting the talk back into tea" of the company's last campaign.

Nationwide UK to expand sponsorship

NATIONWIDE UK (Ireland) intends to build on a successful first year as sponsors of Newstalk's 'The Right Hook' by expanding the sponsorship in year two to include a series of six outdoor broadcasts which will feature a dedicated personal finance segment called 'Money Matters'.

The first in the series of outdoor broadcasts will take place on May 17 with the show broadcast from the Guinness Storehouse.

The series of outdoor broadcasts will continue over the summer every three weeks. A panel of "experts" will be assembled for each broadcast event.

Record year for Independent Digital

INDEPENDENT Digital and Independent.ie have recorded yet another record year, according to figures just published by ABC Electronic (ABCe) -- the online and digital arm of newspaper circulation auditors.

The latest audited figures from ABCe show that Independent Digital racked up four million unique browsers in March 2012, up a quarter on its last audit. Page impressions now stand at 46 million.

A range of interesting and highly controversial articles from news, lifestyle and sport saw millions of users flock to Independent.ie in March.

The hugely controversial story 'Australian Embassy blasts racist advert asking "no Irish" to apply for bricklaying job' was the most shared story on Independent.ie in March.

The most shared video on the site was 'Oh my God, that hurt: reporter walks into signpost live on air'.

The video of Rory McIIroy making a racket in New York by stepping in for his girlfriend proved very popular.

Traffic from mobile and tablet devices also increased. Independent Digital chief executive Ian Byrne said: "This growth reflects the adoption of a number of initiatives focussed on driving user engagement across the site and the continuous innovation and investment made by Independent Digital and in particular focusing on our core Independent.ie site. The team also refined their multimedia strategy and offerings, which include re-launching its commenting facility early last year, a new video channel has been created to enable users find and watch numerous topical videos. This is in addition to providing popular and extensive, dynamic photo galleries."

Indo Business