The marketing initiative comes as Bloomberg Businessweek continues to expand its readership. In the first half of 2011, individually paid subscriptions grew 11.8 percent, according to the Audit Bureau of Circulation. In January 2012, the magazine's global rate base will increase from 900,000 to 980,000 and the magazine will launch dedicated regional editions in Asia and Europe.
Bloomberg Businessweek's advertising continues to grow, as well, with ad pages up 25% year-over-year, through October 2011, according to the Publishers Information Bureau.
Beginning 2nd December, 10-15 second spot adverts will run across 30 digital screens in the departure Lounge at London City Airport, where there will also be magazine sampling.
Giant XT 48 sheet posters are to run at major national rail interchange stations including Charing Cross, Euston, Kings Cross, Liverpool Street, London Bridge, Marylebone, Paddington, Victoria and Waterloo. The outdoor activity on the London Underground will include 15 stations such as Moorgate, Bank and Tower Hill.
The series of adverts, developed by Bloomberg’s internal agency, are inspired by recent stories in the magazine and reference the surprising nature of both the editorial content as well as the unique design of the magazine.
The underlying message is: Bloomberg Businessweek is Fresh, Venturesome and Revolutionary, and thinks about, and presents, business news differently than any other magazine. In each ad, a large, compelling photographic image and one bolded word dominate each piece of the campaign.
One execution features a close-up of a frozen yogurt. The word “Revolutionary” runs in bold across the ad – derived from a story Bloomberg Businessweek ran recently on four entrepreneurs building Cairo’s first frozen yogurt franchise.
Other adverts drawn from editorial content include:
• A frozen meal with the word “Fresh” refers to a story on Tesco’s US expansion ambitions
• An adapted Johnnie Walker logo with “Venturesome” refers to cognac sales in China
• Part of the global creative, one execution features My Keepon, a new bright yellow toy that is already sold out, with the word “Disruptive” running across the ad
“The initial themes of this global campaign – Fresh, Venturesome, Disruptive – are reflective of the editorial coverage Bloomberg Businessweek offers, the personality of the brand, and our core audience,” said Carl Fischer, Head of Brand Marketing, Bloomberg Businessweek. “The creative inspired by the magazine’s editorial brings that personality to life as we continue to innovate and expand in print, online and mobile.”
