A 12-week campaign focusing on the benefits provided by The Telegraph's size rolls out this week across London, targeting media agencies.
Naked Inside developed the media strategy, while the creative is by Clemmow Hornby Inge and its direct marketing sister company, Hall Moore CHI.
It will run across 19 pubs and bars and 10 restaurants located near to media agencies. Outsize beer mats will be distributed around bars along with outsize chairs containing the campaign's line alongside Telegraph branding.
In addition, there will be washroom activity using the line "size does matter" and posters in bars claiming that the Telegraph offers "generous measures". The Telegraph is also sending DVDs to agencies to explain its commercial proposition.
Dave King, the executive director of the Telegraph Group, said: "As the paper changes, we need to take the message through to the advertising market."
King said The Telegraph will increase its colour capacity later this summer and had introduced more content to appeal to a younger audience.
A bid to put in place upfront deals with media agencies was also paying off, he said, but refused to reveal which agencies had signed long-term deals.
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