The campaign, devised by BLM Flint, aims to build brand awareness among a target audience of time-pressed 45-55 year-old businessmen and encourages people to sample the magazine by telephoning for a free copy. The ads aim to position The Week as a read for successful people.
It includes 30-second ad spots on terrestrial TV channels and outdoor executions for cross-track, tube panels and taxi advertising.
The TV ad shows people reading The Week at home, in parks, on the tube and in classrooms, with passers-by stealing it off each other.
Outdoor executions show three successful people on the escalator at Canary Wharf reading The Week and one worn out person oblivious to what is going on around him. The headline reads: "Are you aware of what's going on around you?"
The Week's latest ABC was 108, 207, up 9.8% year-on-year.
It includes 30-second ad spots on terrestrial TV channels and outdoor executions for cross-track, tube panels and taxi advertising.
The TV ad shows people reading The Week at home, in parks, on the tube and in classrooms, with passers-by stealing it off each other.
Outdoor executions show three successful people on the escalator at Canary Wharf reading The Week and one worn out person oblivious to what is going on around him. The headline reads: "Are you aware of what's going on around you?"
The Week's latest ABC was 108, 207, up 9.8% year-on-year.
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