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Show Media created a newspaper entitled London’s 100 Hidden Gems for Beefeater Gin. It was distributed at city landmarks by a team of Beefeaters in a convoy of Beefeater-branded taxis and inserted into Time Out magazine during London’s celebrated summer of 2012. The publication explored the real capital and included contributions from well-known residents, 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 advertising campaign.

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