From the beginning of April the paper will launch an outdoor offensive comprising 48 sheets, 96 sheets, to include London Underground and AdRail 48 sheets. The campaign will run from April until the autumn on a two weeks on, two weeks off basis with new creative every two weeks.
The Daily Telegraph £8m relaunch started last Saturday (March 1) with a redesigned front cover.The masthead has moved to the top of the paper and there are more coverlines to draw readers into the paper.
The outdoor push will continue the central theme of the relaunch campaign, through Clemmow Hornby Inge, which compares The Daily Telegraph to a best selling novel. The campaign strapline 'Read a best-seller every day' aims to reinforce the message that it is Britain's biggest-selling broadsheet.
Telegraph Group marketing director Mark Dixon says the strategy behind The Daily Telegraph's heavy commitment to outdoor advertising is to reach the title's target audience of urban 30- to 45-year-olds as they commute to and from work.
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