Channels
Client CAMRA
Agency Think
Title Beer
CAMRA's membership base is as diverse as its range of real ales. A survey revealed that its news-based content needed to work harder to entertain readers and attract younger faces. Think was tasked with creating a concept that turned CAMRA's communications into key member benefits and more clearly reflected its membership base, inspiring readers with relevant and entertaining features.    

The Brief

In 2008, CAMRA asked Think to develop a communications strategy that engaged existing members, celebrated its core values and encouraged more real ale enthusiasts and casual drinkers to lend their support.

The Challenge

CAMRA's membership base is as diverse as its range of real ales. A survey revealed that its news-based content needed to work harder to entertain readers and attract younger faces. Think was tasked with creating a concept that turned CAMRA's communications into key member benefits and more clearly reflected its membership base, inspiring readers with relevant and entertaining features.

Editorial Response

A successful CAMRA publication is one that builds a pub community with its pages. Moving away from more news-based publications, Think launched BEER, a quarterly magazine that celebrates quality and craftsmanship in the brewing industry and taps into the passion demonstrated by real ale drinkers the world over. Combining high-quality contributors with tasting notes and travel features - in a compact, clean design - Think has successfully positioned CAMRA as an authoritative, campaigning organisation that encourages new and existing audiences to fight for the future of Britain's pub tradition.

Results

BEER is now a reason for joining CAMRA: 30,000 members have joined since its launch. Advertising revenue has increased by 38%. 87% of readers rate BEER's editorial as good, very good or excellent. 75% read most or all of the magazine. 65% spend on average more than 30 minutes reading BEER. The title has won four top industry awards.



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