The Independent launched its groundbreaking tabloid edition, which sells alongside the existing broadsheet paper, on September 30.
The launch in the ITV Granada region in the North West is being supported by an advertising campaign, which will include TV, radio, cinema and outdoor.
The campaign, created by Walsh Trott Chick Smith, will use the tagline: "No less Independent", which was introduced when the paper launched in London.
The innovative idea is part of a strategy to boost the paper's flagging circulation, down in August by 3% year-on-year to just 178,699.
It was hoped the tabloid would appeal to people who would not normally buy a broadsheet newspaper and particularly commuters, female readers and a generally younger demographic.
The move appears to have been a success, with sales settling at around 20,000 a day, according to Independent News & Media.
Like London, the Granada region has a high amount of commuters travelling into cities including Manchester and Liverpool.
Ivan Fallon, chief executive of Independent News & Media, said: "We have been extremely pleased with the level of support and our decision to expand into Granada has been driven by reader demand."
The tabloid edition carries the same 60p cover price and the exact same content as the broadsheet paper. Independent News & Media has indicated that the move is likely to be a permanent one rather than a trial.
The success of the tabloid is being watched closely by rivals and there have been reports that News International plans to follow suit with a tabloid version of The Times.
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