The £200,000 campaign will use 48-sheet and six-sheet underground posters in London rail and underground stations, including Victoria and Marylebone, as well as regional sites in cities such as Reading, Oxford and Liverpool. Ads will also appear in national newspapers and magazines.
The campaign features The Spectator's masthead, spliced with a series of messages aiming to position the magazine as a challenging, provocative and sometimes controversial read. News images combined with the second half of the Spectator's logo create phrases such as ‘agitator', ‘liberator', ‘illuminator', ‘mediator' and ‘innovator'.
It will retain the ‘champagne for the brain' slogan introduced in a print and taxi cab ad campaign launched earlier this year to promote new editorial sections in the magazine.
Agency Large Smith Walford created the campaign and handled the media buying and planning.
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