Having invested heavily in developing a new website, Maidenhead Advertiser challenged HPS Group to create an advertising campaign using offline media to drive traffic online, without damaging newspaper readership figures.

Using a range of outdoor media, including 48-sheets, telephone boxes and ad vans, and taking advantage of press space within the newspaper, HPS Group created a campaign with the ‘Newer New’ message, ‘promoting the immediacy of the online medium.

Within a week, website traffic leapt an unprecedented 67 per cent: almost 10,000 unique visitors in a town of under 60,000. Greg Paine, Website Manager, said: “I think it is a reflection of the strength of the creative work that the reaction has been so positive.”