Daily Mirror Goes Green For Shrek 2 DVD Launch
The Daily Mirror turned its pages green today with a special supplement designed to promote the launch of animated comedy Shrek 2 on DVD.
The 12-page newspaper-within-a-newspaper will be printed with a green wash throughout. It will feature Mirror regulars such as the 3am column and Homes & Holidays, each with their own specially created Shrek theme.
The supplement, called The Faraway Echo, is the result of a collaboration between MGN Advertising and MediaCom, with involvement from Amra, MGN Marketing and Daily Mirror editorial. The deal has a ratecard value of more than £500,000.
Commenting on the deal, Clare Dove, MGN’s director of advertising, said: “This is a great example of the versatility of newspapers and the innovative packages we are able to offer our clients. It’s a compelling proposition for advertisers and we’re looking to do much more of the same.”
Oliver Seares, media manager at MediaCom, added: “We developed a true media first with the 12-page green wash Faraway Echo supplement which was promoted across the Trinity Mirror portfolio as well as through a national radio campaign.”
Earlier this year Mirror Group Newspapers bolstered its advertising team with a raft of senior appointments designed to improve its relationship with clients and agencies. Keith Yonish was recruited as head of innovation and Chris Forrester joined as head of key accounts (see Mirror Group Announces Raft Of Advertising Appointments).
The latest ABC results for the six months to September 2004 reveal a disappointing performance for the Daily Mirror, which has seen its circulation decline by 6.2% year on year to 1,832,857, down from 1,956,039 in the same period the previous year.
Trinity Mirror: 020 7293 3000 www.trinitymirror.co.uk
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