The adventures of the City stockbroker have been running daily in black and white for 13 years.
For six weeks from Monday February 27, the Xerox partnership will put the strip in colour and turn its theme to demonstrating the impact that colour has in business. Xerox is running a campaign straplined "Only Xerox Colour gives you the right colour solutions for your business".
The activity also extends to online, allowing Telegraph.co.uk users to download Alex as a desktop icon, which will bring them business news updates three times a day. This is also a first for Alex.
The idea was developed by the newspaper's recently launched in-house advertising projects team, Telegraph Create. It was booked through Mediaedge:cia and creative agency Rainey Kelley Campbell Roalfe/Y&R is also involved.
Sarah Newton, director of Telegraph Create, said: "Create works closely with its editorial colleagues to develop new initiatives. This campaign is a perfect example of that close cooperation and is an illustration of how creative thinking can be used to make the most of the Telegraph's appeal."
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