The newspaper group is targeting creative agencies and account planners with the campaign 'The beauty of broadsheet' to emphasise the benefits of advertising in the Daily Telegraph, compared with tabloid newspapers.
The campaign was created by Nicki Shepherd, the ad marketing manager at Telegraph, working with design company Nucleus. The campaign features a current Lexus ad, and will be sent out as a mailshot.
The lines 'You can do it well' and 'Or do it half as well' are positioned in bold print in the mailers, which include three sheets of paper, wrapped in Russian doll style.
Inside is an A4 sheet stressing the power of the broadsheet format with details for contacting the display advertising team.
Jonathan Wilson, display ad director for Telegraph Group, said: "With several papers now having made the move to a tabloid format, we felt the need to raise the profile of the impact of the broadsheet."
The group plans to follow the campaign with research, using the Telegraph call centre, to prove that broadsheet pages have a greater impact on the consumer than tabloid adverts.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .