Books In Public

Using music, celebrities and books to promote public transport

Monday, July 4th, 2011 | Global Cool | No Comments

Do It In Public

Personal car travel accounts for over 25% of the average Brit’s carbon footprint. Global Cool’s Do It In Public campaign taps into our audience’s interests in music, being social and having fun to promote public transport as an alternative to driving. The campaign focuses on the adventures you can have on buses and trains as well as the ‘me-time public’ transport gives you to read, relax, listen to music, chat to friends or meet someone new!

Throughout 2009 and 2010 Global Cool attended music festivals up and down the country to talk to bands and artists about their adventures and ‘me-time’ on public transport. All the films were distributed online and continue to be published weekly revealing new top celeb stories. To connect directly with festival goers in 2009, we took the Global Cool Bus on-site and also worked with Vice Magazine to create an insert booklet full of musicians’ stories of public transport journeys. In 2010 our campaign focused on the ‘me-time’ that travelling by public transport affords to read, relax and meet new people. Global Cool launched a book club on Twitter that encouraged people to catch up on the latest releases while on the move.

This year we are using Spotify to create the ultimate playlists for every major music festival this summer. On the website for each festival we have published travel guides, links to the playlists and a travel light tip to help make Doing It In Public on the way to a festival as fun as possible for our readers. Global Cool have collaborated with Fairshare Music, to create weekly Music In Public top 10 lists available for download. We have also continued our Books In Public segment on the website with weekly book recommendations and reviews.

What do you think about our Do It In Public campaign?

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Global Cool web activity: How we measure, why we measure and the results

Wednesday, March 2nd, 2011 | Global Cool | 1 Comment

Global Cool websiteThe performance Global Cool’s online activity has been showing some impressive growth in recent months.

Global Cool uses several online channels to communicate with our audience: the Global Cool website, our weekly email newsletter, social media (mainly Facebook, Twitter and You Tube) and the Global Cool Foundation website. As with all our work, we rigorously measure the performance of our online activity, both on a month by month and on a campaign by campaign basis.

Since relaunching our website last June (with the focus on it acting as a hub for all of the channes listed above) we have seen significant growth in our online reach across all channels. The number of unique users coming to globalcool.org and page impressions have trebled in the last eight months. We have also seen a trebling of our audience on Twitter too, with the launch of three new accounts: @Traincation, @BooksInPublic and @GlobalCoolFDN. Our total online reach across all channels was 72,357 in February 2011, up from 37,883 in July 2010.

Increasing our online reach was one of our major goals this time last year, but we recognise that it’s not just about hitting as many people as possible. It’s also extremely important to engage those people with our campaigns and key messages in order to achieve our overall goal – geting people to take up green behaviours in order to prevent climate change.

In addition to reach we also closely monitor a series of affinity measures (mainly different types of interaction across the various channels we use) in order to assess how receptive the public is to our campaign messaging. These include both positive and negative interaction, and we’re delighted that whilst 12% of our audience across all channels are demonstrating positive sentiment towards our campaigns, less than 1% are showing negative sentiment.

You can read more about the impact of Global Cool’s campaigns here.

How are you measuring your online performance? We’d love to hear about what you’ve learnt…

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Press coverage of Global Cool’s Do It In Public campaign

Monday, August 9th, 2010 | Global Cool | 1 Comment

At Global Cool we recently launched our Do It In Public campaign.  This year we’re building on 2009′s activity and showing people how taking a journey by bus or train is the perfect opportunity to enjoy some much needed ‘me time’.

We’ve started an online book club and handed out free Hodder & Staughton books at train stations, held a series of free events on the Art of Conversation on a restored Routemaster bus, and teamed up with transport companies to brighten people’s day with some famous station announcers! And we’ve even found time to visit various music festivals to interview bands backstage about how they like to enjoy their ‘me time’.

Below is a collection of the great press coverage Do It In Public has been receiving…

Onboard a bus where commuters chat? Crazy! Metro

Bus-t that taboo in the Mirror, IndependentPeople, Talk Talk, MSN, Run Riot and Gumtree.

Virgin Media, Mirror.co.uk and Evening Standard all carried the video report of our first Art of Conversation talk.

Our Art of Conversation spokesperson proved popular with radio stations and was interviewed on BBC Radio Fivelive, BBC Cambridgeshire, BBC York, Smooth Radio, Colourful Radio, County Sound Radio, Kingdom FM, Radio Wave, The Bay & Lakeland and U105.

And one of the coolest newsletters out there, Urban Junkies, recommended the Art Of Conversation.

The Guardian wrote about our Book Club, as did blogs This Is Local London, Savidge Reads and Once Upon A Book Case.

Our interviews backstage at Field Day festival were featured on Mixmag and Dontstayin.

Clash magazine’s website gave away VIP tickets to Field Day festival for us.

And lots of listings for our Art of Conversation lectures in Time Out, Free London Events, Meet Up, Free London Listings and Do Blog.

The Do It In Public campaign was also mentioned in The Independent as part of a piece about catching buses.

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Do It In Public 2010 campaign

Thursday, July 15th, 2010 | Global Cool | No Comments

Elvis reading on a busGlobal Cool‘s Do It In Public campaign for 2010 is now in full swing.

This summer we will once again be promoting the use of public transport rather than cars for longer journeys. Here are some of the highlights of the campaign:

  • Books In Public – We have created an online book group to promote the joys of reading books on long bus and train journeys. To launch Books In Public we partnered with the publisher Hodder & Stoughton to hand out free copies of seven different books at train stations around the UK over the course of seven weeks. We’ve also offered our readers a 5% discount for recommending books for a long journey, in association with the Book Depository. You can find out more about Books In Public here, follow the hash tag on Twitter and see photos of one of the handouts, at London’s Liverpool Street, here.
  • The Art of Conversation – Ever been too scared to strike up conversation with a stranger on a bus or train? We’ve got the perfect solution. We’ll be holding a series of lectures on a Routemaster bus that will travel around London, educating people on how to chat with random strangers.
  • Celebrity voiceovers – we’ll be getting some of our celebrity friends to take to the mic at tube stations to add a touch of familiarity to the public service announcements and hopefully put a smile on people’s faces as they make their way around by public transport.
  • Festival activity – once again we’ll be travelling to some of the UK’s biggest music festivals to talk to bands and artists about their experiences on public transport.
  • Website content – in addition to all this the recently revamped Global Cool website will be producing all sorts of inspiration for using public transport. Read some of our articles here.

This is the second summer we’ve run the Do It In Public campaign. Last year we took a double decker bus loaded with games and activities to music festivals around the UK and interviewed several of the acts. You can view the videos we made on the Global Cool You Tube channel.

Find out more about Global Cool’s campaigns here

What do you think about our campaigns?

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We run Global Cool, the only online magazine in the UK truly inspiring the mainstream to live greener

We create content about music, fashion, celebrity and lifestyle trends. We use this content to inspire people normally turned off by climate change to lead greener lives. We reached more than 200,000 people in 2011 and we don't preach to the converted. In fact, 93% of our audience say we are the only green organisation they engage with.

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