Thelondonpaper fights back at the Standard with ad campaign

Press

Ian Darby

May 15, 2009

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Thelondonpaper fights back at the Standard with ad campaign

LONDON - Thelondonpaper is hitting back against the London Evening Standard in the battle for London readers with a new ad campaign highlighting that nothing has changed in the title's content or positioning.

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The campaign for the News International freesheet, which mocks the Standard’s recent "sorry" activity, breaks on Monday and features a series of different headings, including "nada", "zilch" and "diddly squat" to tell readers that the title continues to deliver news for free.

Created in-house by News International, the campaign will run across 70 CBS Outdoor digital sites on the London Underground and various formats at mainline London stations.

Nicole Refson, the head of marketing at thelondonpaper, said: "Our upbeat tone, sharp design and regular research into our audience of free media consumers ensures we continue to give them what they want – for free."

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Marketing

Advertising