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The print campaign, created by McCann Erickson, apologises to Londoners for losing touch, taking them for granted, and being negative, complacent and predictable. All of the executions begin with the word "sorry" and use the Standard's Eros logo.
The campaign comes in response to market research, commissioned by the newspaper’s new editor, Geordie Greig, which found that Londoners felt the paper was too negative and did not meet the capital’s needs.
The approach will be seen as critical to that of the former editor Veronica Wadley, who edited the Standard for seven years before its acquisition by Alexander Lebedev.
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