The International Herald Tribune has upped the stakes in the battle to
boost readership among Europe’s commercial and political elite with a
new pounds 3 million-plus satellite TV and print campaign.
Britain’s Ambler Rodford has produced creative work to turn the paper
into a more effective challenger to its main rivals, the Financial
Times, the Wall Street Journal, and satellite TV news channels such as
CNN.
Seven new print ads will run in quality international magazines and two
20-second computer animated commercials that will appear on pan-European
and pan-Asian satellite TV.
Randy Weddle, the Tri-bune’s promotions director, said: ‘We’ve had a
very positive reaction to the work so far and we believe this new phase
will continue to build the brand very effectively.’
Chris Ambler, the Ambler Rodford managing director, said: ‘The campaign
is growing in stature. People used to drape the Tribune in the US flag
but the new advertising has changed that.’
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