Case study

UK Trade & Investment

UK Trade & Investment - springboard

The brief

UK Trade & Investment (UKTI) plays an integral role in supporting, advising and improving the economic opportunities for inward investors and exporters. PSP Rare was briefed to create a new magazine to inform, educate and inspire this audience.

In 2008, PSP Rare won the tender to produce a new international business magazine on behalf of UK Trade & Investment (UKTI) that was to replace Overseas Trade which had been published for the previous 14 years - our brief was to publish a magazine that would inspire UK-based companies to seek or continue international growth while promoting the story of UK business excellence, selling the services of UKTI and reinforcing their marketing and brand proposition.

With a target audience of senior board level directors in UK-based companies the brief was to deliver an inspirational and intelligent magazine that would support companies' global ambitions.

The challenge

Reaching and creating an ongoing dialogue with this busy audience of SMEs is central to the magazine's success; by refocusing the title's editorial and design, PSP Rare created renewed interest in the magazine, from both readers and advertisers.

PSP Rare produced springboard magazine, a 52 page, glossy, business magazine that provides absorbing editorial in line with UKTI's priorities and ambitions. High profile interviews, case studies and valuable business intelligence help to position UKTI as the logical source of help and information for companies looking to globalise, whether they are businesses looking to export around the world or international corporations seeking to invest in the UK. Mailed directly to 20,000 UK-based readers, with a further 5,000 copies circulated both here and around the world, the magazine is an invaluable and visible marketing tool for UKTI that showcases the best of UK plc.

Results

springboard magazine supports UK Trade & Investment's business objectives. The editorial covers a variety of markets, sectors and general business related features. Initial research shows that nearly 60 per cent of readers spend over 30 minutes reading the magazine and that 94 per cent of respondents agreed that springboard is a useful source of information on global business issues.