The four week campaign, launched on Monday 4th May, promotes Britain’s biggest-selling quality daily newspaper by boldly celebrating the broadsheet format of the paper.
This is the first major advertising campaign to be undertaken by The Daily Telegraph since the redesign and launch of its stand-alone Business section and compact Sport section in 2006. Since then, Telegraph Media Group (TMG) has also moved to full colour in all of the Telegraph titles and Telegraph.co.uk, which has seen huge investment, continues to be the UK’s fastest growing quality newspaper website, according to the publisher. TMG’s strategy to become a multimedia company, putting digital growth and investment in its newspaper titles at the heart of what it does, is summed up in the new ‘It Pays to Think Big’ campaign.
The campaign message is accompanied by images of world famous politicians, musicians, companies, artists and businessmen who have achieved huge success by thinking big, such as a picture of a Baskin-Robbins Ice Cream store, where President Barack Obama had his first job, or a Wellington boot, which was the product mobile giant Nokia manufactured in 1979.
The promotion will feature posters at sites on commuter routes in and out of London, including mainline stations Liverpool Street, Victoria, Kings Cross, Waterloo and Paddington. Poster panels will also be put up across the entire London Underground network for the duration of the campaign.
In addition, The Daily Telegraph and Telegraph.co.uk will cross-promote the campaign in-paper and online.
William Lewis (pictured), Editor-in-Chief, TMG said: “The campaign emphasises that TMG is a ‘big thinking’ organisation, constantly evolving to offer the best editorial content and bold innovative commercial solutions for our readers and clients.”
The campaign has been created by Adam & Eve, with media buying by Carat.
Ben Priest, Creative Partner at Adam & Eve, said: “The Telegraph is rightly proud of their broadsheet format and we’re equally proud of the campaign we have produced to celebrate this.”
