The Challenge

The VA is the trade association representing the UK’s £3.2 billion voucher, gift card and stored value solutions industry. Its members include leading high street retailers, supermarkets, department stores, experiential companies, marketing services agencies and incentive and motivation specialists as well as the industry’s service providers. The VA appointed Clareville Communications to increase exposure of the association, its members and the industry as a whole in order to promote the use and benefits of gift cards and vouchers in both consumer and b-2-b markets. Media targets include the marketing, retail, sales promotion, human resources, management and general business sectors as well as vertical media wherever appropriate. Additionally, Clareville Communications were asked to promote the annual VA Conference event.

The Solution

Clareville Communications has negotiated and writes regular columns in leading trade magazines including Sales Promotion, Customer Strategy, Government Business and Retail Systems. Columns cover topical themes relating to all aspects of the industry and contain expert opinions from VA members, which Clareville Communications co-ordinates. The Agency targets any planned feature covering vouchers and gift cards as well as the themes of gifts, motivation and incentive rewards across all media. The Agency also researches vertical opportunities in sectors such as personal finance and money exchange. Clareville Communications acts as a point of contact between the media and members of the association, providing advice, an official line and a source of information.

The Results

The VA has a consistent presence in all core target media through its regular columns and with comments from Andrew Johnson, the association’s director general, in relevant planned features and proactive articles. As the established authority in this industry, The VA is the key point of reference for all media enquiries on a national basis, all of which is managed and actioned by Clareville Communications.