"We’re always looking for new ways to reach our target market," says Taylor Blinds and Shutters MD, Anthony Mederer.

"Podcasts are changing the way people consume news and content. We wanted to be as subliminal as possible, with our core focus on engaging content, which led to the creation of Blind History," Mederer adds.

"As Gareth Cliff and I both share a passion for history, the podcast was a perfect fit and our enthusiasm was shared by the listeners," he says.

"Blind History is precisely the kind of content audiences want and that we want to make," says Cliff. "It’s great to have a client that gets podcasting, content creation and the new kinds of digital distribution that has an impact."

"We’ve attracted not only record downloads, but listeners responded and engaged with us through my show and social media. The only complaint is that the shows were too short," he concludes.

Using the podcast medium, Taylor Blinds and Shutters says it was able to create engaging, honest content that moves away from the traditional hard-brand sell to build trust and authenticity with the listener.

According to the company, by focusing on engaging content and choosing the right media partner, its message was laser-focused, reaching the right people and maximising spend through shareable and track-able content with a far longer digital shelf-life.

The podcast series was supported by a digital and social media campaign. The executions were created by creative agency Derrick and marketing consultancy Restless Brands.

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