The publisher has acquired prominent 48 backlight sheet, 6-sheets and telephone box sites in 14 key locations around the capital. The execution is designed to promote the recent change of its established local titles into one brand called 'The Resident'.
(Pictured is the 48-sheet backlit poster at Victoria Station.)
Each site will feature creative from the new-look magazines and demonstrate the titles' digital and mobile phone platforms under the strap line 'your magazine, your London'.
The four-week outdoor campaign will be seen by thousands of Londoners in locations where both advertising clients and readers receive the specific publication featured. The outdoor campaign is supported by additional promotional activity which includes; new sales pack materials, fixed digital site, Apple Newsstand Applications, PR and trade press advertisements.
The campaign was created by Archant London's marketing team and Archant Dialogue. Media buying was planned and booked by ad agency Allied Media Limited.
Archant London's Head of Marketing and Communication, Steve Fenton, said: “We have created a more colourful and energetic brand that better reflects our product, our readers and our aspirations. As an out-of-home broadcast medium there is nothing bolder and more impactful than an outdoor campaign, especially when carefully placed in selected areas that provide a direct link between our product, the readers and advertising clients.”
Kim Ling, a partner at Allied Media, said: “With thousands of people living and passing through these areas each day, the campaign will deliver the high levels of engagement that take local publishing promotion to a new level.”
Archant London 'Resident' magazines re-launched last week with new look publications and the new brand.
