Time Out

Time Out Platforms

A true cross-platform offering

513,000 READERS EVERY WEEK

305,757 CIRCULATION

6.5 MILLIONUNIQUE USERS IN OCTOBER

32M PAGE VIEWS IN OCTOBER

1 MILLION+DOWNLOADS OF ANDROID,

iPHONE & iPAD APP

IN MAGAZINE ONLINE ON SMARTPHONE & TABLET

Source: NRS Oct ’12 - Sep ’13/ABC/Omniture Oct 2013

MORE WIDELY READ

MORE ENGAGED WITH

MORE INFLUENTIAL

Time Out is more widely read than any other free magazine in London

Time Out is more likely to be taken home by its readers and more likely to be read for more than 20 minutes

Time Out engenders its audience to do more out and about

52%of free magazine readers in London have read

Time Out in the last 6 months

66%of Time Out readers take their copy

home with them

57%of Time Out readers have done more as a direct result of reading the magazine

Source: YouGov SixthSense Feb 2013/CBS Work Shop Play panel Nov 2012

More read, engaged with & acted upon

Time Out Audience

Reaching a huge audience in the UK

3.7 MILLION

Net Print & Online Audience - UK

2.6 MILLION

1.4 MILLION

1.3 MILLION

1.3 MILLION

Source: NRS PADD Oct 12 – Sep 2013/NRS/Comscore Sep 2013

Time Out Personas

MethodologyA range of sources were used to construct Time Out’s Persona Profiles

Time Out Persona Groups

SOCIAL ADVENTURERS

CULTURAL EXPLORERS

Late 20s/Early 30s

No Children

Earn between £25-£40,000 p/a

Inner London locations e.g. Camden, Bermondsey or Hackney

Educated, mid-level professionals

High internet & social media activity

Mid-30s/Early 40s

Cohabiting couples, some young children

Earn £40-60,000 p/a

Zone 2/3 London locations e.g. Balham, East Dulwich

Mid/senior level professionals

High cultural consumption

Social Adventurers: what they do

Eating OutVisits quirkier

independent mid-priced restaurants

once or twice a week with friends.

E.g. Kingsland Rd Vietnamese, Polpo,

Burger & Lobster

Catch up with friends for a coffee during the

week and at the weekend – highly

social!

Clubs

Social Adventurers: what they do

Music Gigs

Gigs about once a month: music is a key passion point. XOYO, Birthdays in Dalston, Lovebox, ATP, Field

Day

Social Adventurers: what they do

Clubbing in Shoreditch and Hoxton most Saturday nights

Clubs

Social Adventurers: what they do

Film

Go to the cinema once a month – looking forward to seeing

Gravity

Social Adventurers: what they do

Social Adventurers: Key Brands

Cultural Explorers: what they do

Art & Exhibitions

Big fans of the arts and make sure they are one of the first

amongst their circle of friends to visit the latest exhibitions

Theatre

Go to the theatre once every two months,

usually with friends as a treat away from the

family. Has to be critically rated. Makes

them look good.

Cultural Explorers: what they do

Restaurants

Look for independent restaurants more

locally to where they lives. Macaron,

Abbeville Kitchen, Hache in Clapham

Cultural Explorers: what they do

FilmGo to the cinema once

a month, often with partner, but also occasionally with

friends – most recently saw Blue

Jasmine

Cultural Explorers: what they do

Cultural Explorers: Key Brands

Campaign Case Studies

Samsung ‘Share Your Now’ To launch the Samsung Galaxy Camera, Time Out London took on Time Out New York in a unique photo

competition to determine which one is the greatest city in the world

Traffic Driving Interactive Hub Campaign Conclusion

15,300 entriesAn incredible number of people

submitted photos to win the chance to photograph the front cover of

Time out

3.96 mins

High dwell time on the microsite thanks to the geo-tagged map gallery

and interactive mosaic

68,439 visits

The dynamic UGC content and simple user journey attracted visitors

in huge numbers

Over 19,000

Direct interaction with the campaign across Facebook

and twitter

Media FirstThe campaign concluded with a UGC

photo coverwrap and a dedicated editorial issue where the winners

shot the front cover

Hertz ‘Take Time Out Of London’ In a truly cross-platform campaign, Time Out partnered with Hertz to provide a London audience with an essential

resource to plan trips within easy reach of the capital and position Hertz as the premier car rental firm for whatever your preferences, desires or interests

A bespoke hub saw over 50,000 UU search a in excess of a hundred ideas through a unique map interface which also enabled

them to build their own personalised itinerary

Personalised Itinerary Hub

Each week of the campaign Hertz focused on the best things to do along different UK road

routes

Destination Advertorials

The campaign launched with a coverwrap promoting Hertz services, the hub and a

competition that has had 18,000 entries to date

Coverwrap Launch Issue

Time Out created 50,000 bespoke pocket guides specifically for Hertz

dealers in London

Co-branded guides

Hertz became the first brand to run a series of branded content features within the iPad

app

Weekly iPad Content

EDF London Eye ‘2-for-1 campaign’ EDF London Eye partnered with Time Out for a multi faceted campaign that drove direct response through an

exclusive 2-for-1 ticket offer, engagement via competitions and awareness of the Southbank as an entertainment destination through a bespoke area guide

Incredible Results• An amazing 35,324 vouchers were downloaded for the 2-for1 offer

• Achieved an unprecedented level of valuable data capture for the London Eye• 75,000 unique users visited Time Outs’ guide to the South Bank specially designed for families, couples,

friends and guests• 9,360 entered competitions to win exclusive prizes on the EDF London eye such as champagne capsule

rides

Disaranno ‘Do Something Original’ Disaranno worked with Time Out to inspire the audience to experience an original and different side to London. The aim was to position Disaranno and its cocktail variations as an original choice of drink, for original people who enjoy

original experiences

Personality test – original activities generator Original Idea’s advertorials in relevant sections

A huge success…• In only 8 weeks, the online hub received 52,761 Unique Users using the original activities generator, finding their

perfect cocktail and watching mixology tutorial videos• A competition to win an exclusive trip to Venice received over 20,000 entries – our most successful commercial

competition to date• Disaranno have committed to a second burst of the campaign starting in October

MasterCard ‘Festival Of The Neighbourhood’ Time Out brought to life MasterCard's sponsorship of the Festival of the Neighbourhood and the Beanotown

exhibition with an issue takeover that saw a media partnership with Beano publisher DC Thompson

Social Media Teaser

Informing the audience that in Tuesdays magazine there was a new editor in town

Guest Editor & Takeover

Dennis became (Editor) Menace-In-Chief and his friends were placed in editorial break-outs throughout the issue

Centre Page Pull-OutA bespoke issue of the Beano saw Dennis and gang come to

London and use Time Out to visit the Festival of the Neighborhood

GSK Day & Night Nurse ‘Just Ask’ Time Out was the sole media partner for a campaign designed to communicate Day & Night Nurses ‘Just Ask’ the

pharmacist proposition. Based on the idea that the best things in life are hidden, the audience were able to ask Time Out for the best of hidden London

Print Executions: Brand Awareness and Traffic Driving

Digital Executions: Brand Awareness and Traffic Driving

Bespoke ‘Just Ask’ Hub

Campaign Highlights

• First brand ever to run 2 coverwraps which top and tailed the campaign and included bespoke Time Out content within it

• In 6 weeks 23,250 UU searched for hidden London events

• Over 2,200 user generated content competition entries

• Almost 24,000 direct interactions on social media

ZSL London Zoo ‘Tiger Territory’ For the launch of ZSL London Zoo’s Tiger Territory to a primarily family audience, Time Out created a an augmented reality and experiential campaign that literally brought the experience to life within the pages of Time Out and on the

streets of London

Augmented Reality Issue

• Coverwrap triggered dedicated AR issue with TV spot played on the front cover

• Activity supported by an integrated cross platform campaign

Tiger Hunt Competition• Time Out Editor Tim Arthur challenged readers to hunt through the

magazine for hidden interactive tigers • ZSL competitions had over 10,000 entries and the AR had almost

7,000 engagements

Fighting & Talking Tigers

• 3D animated tigers prowled and fought across the pages of the magazine

• Time Out distributers dressed as Tigers created huge impact on the streets

Time Out has now become…

MORE WIDELY CONSUMEDTime Out is more widely read than any other free magazine in London and timeout.com reaches 5 million unique

users

MORE ENGAGED WITHTime Out is more likely to be taken home by its readers and more likely to be read for more than 20 minutes

MORE INFLUENTIALTime Out engenders its audience to do more out and about through its print, online and app platforms