The inaugural print campaign, created by Atomic London, will feature the strapline ‘Get in the know, in no time’ – an evolution of the ‘Get to the point’ line featured in its last ad campaign from March 2015, and is designed to highlight the concise and quality features associated with i's trademark journalism. It will run alongside a sampling campaign that will see thousands of complimentary copies of i distributed nationally across the UK, says Johnston Press.
According to the publishers, the first execution of the campaign, which launched yesterday and runs over the next three weeks, captures the concise and quality nature of i's journalism, marking a typical commuter journey from Brighton to London, and showcasing i’s ability to help readers get fully in the know on all the day’s news, for example the latest stories in politics and sport, in the time it takes to get to their destination.
Full-page ads will run across all Johnston Press newsbrands, with further ads running in Trinity Mirror and Newsquest titles. Additioinally, over 100,000 copies of the paper are being given away in targeted areas. The sampling activity, designed to remind readers of the breadth and quality of content, will be accompanied by vouchers offering a no-hassle, free, week-long subscription trial for new and existing readers.
Oliver Duff, editor at i, said: “Seeing so many people turn to quality news providers, particularly in the aftermath of Brexit, has been fantastic, and we’re delighted to have recorded our highest ever circulation in July. This campaign will further enable us to engage more readers up and down the country, so the team is very excited about today’s launch.”
Nick Fox, founding partner at Atomic London, said: “i is a great example of a print title that continues to grow amid challenging conditions in the market, and a fantastic brand to work with. Our first campaign for the paper last year helped cement its position as the poster child for print media in the UK, and we will now build on that success by further growing its circulation in partnership with Johnston Press.”
