From: Sent: To: Subject:
In our previous meetings with senior officers we had discussed potentially using online advertising as one of the channels for the campaign. I know we are planning to use online search engine marketing but we were wondering if you had ruled this option out in your planning stages, and if so why?
Though it may be difficult to find relevant sites with this subject we were wondering whether there is potential to use sites, such as Loot online or the likes, operationally for example on the online Loot site or the sort.

Publicity Branch, DPA Metropolitan Police Service Room 1334
New Scotland Yard London SW1 H OBG
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From: Sent: To: Subject:
We cannot trivialise the subject matter with a Knife City style engaging creative. It will also be incredibly difficult for MCBD to create a display banner that gets the planning message across - you know the difficulties that the press ad is having - imagine this on a much smaller format.
Even if a creative solution was available there is the issue of targeting when the audience is all adults it makes site selection incredibly diverse.
It was therefore agreed that the best use of online would be to optimise search to ensure that the information that people are looking for is provided by the Met Police thus enhancing the relationship with the police.
...

In our previous meetings with senior officers we had discussed potentially using online advertising as one of the channels for the campaign. I know we are planning to use online search engine marketing but we were wondering if you had ruled this option out in your planning stages, and if so why?
Though it may be difficult to find relevant sites with this subject we were wondering whether there is potential to use sites, such as Loot online or the likes, operationally for example on the online Loot site or the sort.
..
Publicity Branch, DPA Metropolitan Police service Room 1334
New Scotland Yard
London SW1H OBG
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From: Sent: To:
Cc: Subject:
Thanks
Publicity Branch, DPA Metropolitan Police Service Room 1334
New Scotland Yard London SW1 H OBG
From:

The media owner has suggested the below but I wanted to check that you were
happy with these or whether you wanted to change them at all?
Time is of the essence on this one unfortunately as the Search is starting
today (apologies for not informing you about this sooner - we have only just received the suggestions!)

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If you suspect it ,report it! Call the Met police Anti-terrorist hotline Your response can make a difference. Provide vital information to the Met.
Terrorists only need one chance! Don't be complacent, report to the Met.
Remember 9-11, 7-7, 7-21? There is no room for another date. Act now! Terrorist activities; If you don't stop them, you are helping them! Terrorists strike where we hurt. Fight back! Report terrorism. Destroy terrorist networks. Report suspicious extremists activities.
. Provide terrorists info to the Met. Make London a safer place. Provide extremists info to the Met. Make London a safer place
There is no place for terrorists. Work" together to drive them out! Terrorists only need one chance. There is no room for complacency! Report potential terror plots! Can't effort to take this chance!
Help us to stamp out terrorism. Report any suspicious activities.
Hit terrorists hard when vulnerable If you don't, they will!

From: Sent: To:
Cc: Subject:

Headline needs to be 25 characters
1st Description lines with 35 characters, 2nd Description lines with 35 characters, a display URL.
Report Terrorism
Provide terrorists info to Met. Make London a safer place. www.met.police.uk
I took most of the ideas from the text
Police prefer a more general approach,
give us a few more examples, so that I
combinations.
It is always better to have specific texts for specific and ad groups. (please refer to my keyword structure)

Sent:
To: _ Subject: google ads
I
The online search marketing is part of an ongoing campaign to increase people's understanding of terrorism issues and what may constitute 'suspicious activity' and give people details about the Anti-terrorist hotline (ATH).
We have purchased a number of key words (such as London police, hydrogen peroxide, surveillance, money laundering, terrorism, report to police, met police, bomb making, counter terrorism) on Google to drive traffic to the Metropolitan Police anti-terrorism web pages ( http://www.met.police.uk/so/athotline.htm ) where we can provide more detailed information about the A TH and reassure the public that they can give us information in confidence.
We are unable to give details about the number of leads that may have been generated through use of this marketing channel. Current click-through rates show efficiency. Ongoing evaluation is in place.
ApproximatelY8has been committed to search engine marketing over campaign period March 2007
March 2008.

From: Sent: To:
Cc: Subject:
29 August 2007 13:29 DPA-Mailbox - Press Bureau
We have purchased a number of key words (such as London police, hydrogen peroxide, surveillance, money laundering, terrorism, report to police, met police, bomb making, counter terrorism) on Google to drive traffic to the Metropolitan Police anti-terrorism webpages ( <httD://www.met.police.uk/so/athotline.htm> ) where we can provide more detailed information about the ATH and reassure the public that they can give us information in confidence.
We are unable to give details about the number of leads that may have been generated through use of this marketing channel. Current click-through rates show efficiency. Ongoing evaluation is in place.
APproximatel"as been committed to search engine marketing over campaign period March 2007-March 2008
I
Publicity Branch, DPA Metropolitan Police Service Room 1334
New Scotland Yard London SW1 H OBG