Improving Guardian subscriptions with a year's worth of cinema

What's the Problem?

The Guardian wanted to increase subscriber numbers by offering the first 2,000 customers who subscribed to the Guardian or Observer newspapers (print or digital) the opportunity to claim a pair of Vue cinema tickets each month for 12 months. They came to us to make it happen.


What We Did

Subscribers were sent a unique code 35 days after their subscription commenced, along with the link to a promotional website containing full details of how to claim. They were asked to enter their code and email address to register an account, allowing them to claim their first month’s cinema ticket codes. The client also ran a competition for existing subscribers, offering them the chance to win a pair of Vue cinema tickets, with up to 10 pairs available.

We also:

  • Designed, built and hosted the promotional website
  • Provided a batch of 2,000 unique cinema ticket codes
  • Validated all inbound claims
  • Fulfilled two cinema ticket codes per month for all validated participants
  • Provided a dedicated customer services email address for enquiries
  • Handled all inbound enquiries on behalf of the client


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