Beefeater

Show Media created a newspaper for Beefeater Gin, entitled London’s 100 Hidden Gems. It was distributed at London landmarks by a team of ‘London Beefeaters’ in a convoy of Beefeater-branded taxis and inserted into an edition of Time Out magazine during the iconic summer of 2012. The guide to secret London explored the real capital, with contributions from the city’s insiders, including actors Emilia and Freddie Fox and designer Lulu Guinness. The newspaper is an example of one of Show Media’s driving principles: that branded content with premium editorial values gives a reader a full and valuable experience – and can be a far more effective and engaging way of communicating than a simple above-the-line advert.