The four-page broadsheet full-colour wrap will appeared around the main newspaper last Tuesday with a second four-page glossy wrap around the Yorkshire Post Magazine on Saturday, which has over 188,000 readers, says Johnston Press.
The cover wraps will be complemented by advertorials and adverts within both titles over a two week period.
The initiative is part of East Coast’s 'Feel At Home' campaign to highlight its innovative customer service, fast and frequent journeys and value for money Advance fares.
Helen Oldham, MD for Johnston Press Yorkshire, said: "We are thrilled to have secured this deal with East Coast which will see cover wraps around the Yorkshire Post and Yorkshire Post Magazine for the first time.
"A cover wrap is great way for companies to reach an audience with maximum exposure. The Yorkshire Post and East Coast could not be more complementary in terms of audience and we couldn't have hoped for a better partner for our first cover wrap.
“The size of the investment and the creative execution demonstrates the value that we can deliver for a high profile organisation like East Coast.”
Jeremy Clifford, Editorial Director for Johnston Press Yorkshire and Editor of the Yorkshire Post and Yorkshire Evening Post, added: “With the ever changing advertising environment, many of the national newspapers are now working closely with advertising partners to find new ways of promoting their brands.“I am pleased that the Yorkshire Post is being involved with those brands in the same way.”
The deal was brokered by Mediaforce (on behalf of Johnston Press) and Havas Media and the wrap creative and editorial has been designed by Johnston Press' in-house team.
East Coast has previously partnered with Johnston Press when it successfully joined forces with The Scotsman to launch its Skyfall train to mark the Bond film’s Blu-Ray and DVD launch.
