Goals and objectives
The campaign set out to achieve three primary objectives:
- Raise awareness of the high quality of life in the South Bohemian Region, with a focus on healthcare, education, and employment opportunities.
- Redefine regional online marketing by replacing outdated static advertising formats with editorial-quality, interactive microsites that deliver value to both clients and readers.
- Bridge online and offline engagement by linking the campaign to a live event featuring influential figures from the region, with video content from the event integrated into the microsite.
Following the arrival of a senior creative team at Vltava Labe Media in March 2024, the outdated approach to native advertising was overhauled. The team introduced a storytelling-driven model with multimedia elements, resulting in two successful campaign phases—Future Medicine and Focus on the South Bohemian Region—that exceeded revenue expectations and laid the foundation for future initiatives.
Surprising Insights
- Clients appreciated the opportunity for cross-promotion—interwoven content within editorial chapters boosted visibility for all participants.
- Job postings, added as a last-minute feature, unexpectedly generated additional revenue, revealing a new monetization opportunity.