Daily Telegraph To Dominate Bank Station In Ad Push
The Daily Telegraph is extending the £8 million marketing campaign to promote its redesign to include the complete domination of Bank Underground station throughout April.
Using a combination of 16-sheets, 48-sheets and illuminated 4-sheets, the Daily Telegraph will take over the entire northbound Northern Line platform of London’s Bank Underground station. The domination will also see the paper completely wrap the ceiling of the station, its platforms and its escalators.
The campaign’s creative features the “read a bestseller everyday” strapline and will promote new Telegraph columnists, which include Irvine Welsh and Anne Robinson (see Daily Telegraph Launches Nation-Wide Ad Campaign).
Mark Dixon, director of marketing at the Telegraph, commented: “This brand campaign is our biggest for many years and we’ve been able to venture into advertising mediums such as this thanks to the money saved from the decision last year to stop producing costly bulks.”
The practice of dominating London Underground stations with outdoor advertising is becoming increasingly popular. British Airways recently took over Waterloo Station (see British Airways Takes Over Waterloo Station) and Glade is currently dominating Earl’s Court station (see Earl’s Court Tube Station Transformed Into Glade) to coincide with the Ideal Home Show.
Analysis of the Daily Telegraph‘s circulation over the past five years reveals a steady decline in the paper’s sales, which was recently exacerbated by the title’s decision to end the practice of bulk sales. According to the latest ABC results for the September to February 2003 period, the title has seen circulation decline by 5.7% year on year to 960,442, down from 1,018,654 in the same period in 2002.
Telegraph Group: 020 7538 5000 www.telegraph.co.uk
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