Immediate Media, Bristol
Reposition BBC Wildlife as a premium brand across all platforms. Increase subscriptions, reduce churn and drive yield.
From the logo down to individual captions, every aspect of the brand was transformed. All was powered by a commitment to diversity and inclusion – visualising contributors, making content accessible for all, and impressing a demanding community of wildlife enthusiasts.
Against a backdrop of sustained decline in previous years, the redesign delivered increases across every platform. Newsstand sales up by 26% against the previous six months, subs renewals up from 79% to 86%, New subscribers up by 10%, Social traffic up 17%, and ad sales up by 40%, culminating in getting the ultra-premium Zeiss brand into the book.
Editor Paul McGuinness was nominated for PPA Specialist Editor of The Year, the brand was nominated for PPA Specialist Brand of The Year, and the new cover won the bronze medal in PPA Cover of The Year, beating out Vogue, Top Gear and a host of bigger titles.