LMA Horizons
The Loan Market Association are the authoritative voice of the syndicated loan market in EMEA. The Association works with lenders, law firms, borrowers and regulators to educate the market about the benefits of the syndicated loan product. Established in 1996 LMA membership has grown steadily standing at 850+ organisations covering 65+ countries, comprised of commercial and investment banks, institutional investors, law firms, service providers and rating agencies.
Challenge
Sustainability is not a subject to be turned on and off, according to a marketing schedule. It is an ongoing conversation that needs to stay at the forefront of everything LMA does. We proposed a magazine-style format to offer readers opportunities to engage with the content, and the autonomy to choose the articles they wanted to read. This format allowed LMA to establish a sustainable platform where future issues could be seamlessly integrated.
Approach
We created Horizons, a new sustainability content platform for LMA, presented as an online magazine that covers the ongoing discussion around sustainability. Contained within its own microsite but accessible from the main site, Horizons offers thought-provoking commentary and expert perspectives on sustainable finance. For launch (Q1 2024), mesmerising waves crash to the shore. More recently for our Summer issue, we used a drone shot of swaying trees. The effect is the user enters another world - a clear statement about a shared drive towards a healthier planet. The circular device represents renewal and our planet.
Result
The first edition of Horizons launched in Q1 2024 with 2,515 visitors to the page, an ave. 5 pages per visit and ave. visit 1400 time of 37 minutes suggesting 1400 members are getting real value from the content. This is also reflected in the bounce rate, exceptionally low at 28.4% (1st March to 26 July 2024).*
