RSPB increases marketing with online prize draw and WAP site
Harvest Digital plans first display advertising campaign across multiple platforms

The RSPB is increasing its digital marketing activity in order to raise awareness and increase membership. After delivering a series of successful email campaigns for the charity, Harvest Digital is tasked with managing a digital prize-draw campaign and producing an RSPB WAP site, as well as planning and buying targeted online media using creative developed by RSPB.

Adults can enter an online prize draw to win one of ten Viking AV-50 mini telescope kits. Harvest has booked advertising across the network and on the National Geographic site in order to reach adults interested in wildlife. Advertising for the prize draw aimed at children is booked on Kaboose and the children’s pages on the National Geographic site and features the chance to win a set of 10 cuddly singing bird toys and children’s binoculars. All adult entrants receive a booklet entitled ‘Birds in our Countryside’ with details about joining the RSPB.

Online marketing agency, Harvest Digital has also booked banner advertising on WAP sites through Screen Tonic which clicks through to a new RSPB WAP site. Visitors aged over 18 can enter the prize draw on this site and download ringtones featuring birdsong and wallpaper for their mobile phone. The site is accessible via the text shortcode 84477.

Commenting on the new activity, Susan Hordern, On-line Marketing Manager at RSPB explains, ‘Programmes like BBC Springwatch, presented by Bill Oddie, the RSPB’s Vice-Chairman, are creating interest in birds and wildlife and we wanted to bring the charity to the attention of these viewers. Harvest Digital has been quick to deliver a campaign, which optimises our budget and targets the audience online and via their mobile phones.’

William Corke, Director at Harvest Digital adds, ‘The RSPB is one of the largest membership organisation in the UK and digital communication has a vital role to play in developing richer engagement with their audience. In particular, the WAP site is a step forward for the RSPB offering a cost-effective entry into the mobile market which increases reach and can be used to integrate with offline activity.’

The activity launches this week.

About RSPB
The Royal Society for the Protection of Birds is a growing movement of over one million people representing nature’s voice. It works to save birds, the special places they live and the environment we all depend upon. As a charity (No 207076), it can’t operate without the goodwill and financial support of individual people.
About Harvest Digital
Harvest Digital is a full-service online marketing agency specialising in media planning and buying, search marketing, and online marketing creative.
Formed in 2001, the company is privately owned by staff. Based in Soho in London, clients include Tesco Personal Finance, Norwich Union, Auto Trader, Thomas Cook, 3M, Tiscali, Shelter, uSwitch and CMC Markets.

For further information, please contact:
Joanna Burton
Head of PR
Harvest Digital
t: 020 7479 7500

Published on: 12:00AM on 24th June 2007