Daily Telegraph Launches Biggest Ever Outdoor Campaign
The Daily Telegraph is launching its largest ever outdoor ad campaign this April, as part of the second phase of its brand campaign to drive readership of the recently revamped broadsheet.
According to the Telegraph, the campaign, which will run from the beginning of April until the end of November, makes it one of the biggest outdoor advertisers in London and the South East. The ads are part of the paper’s £8 million marketing campaign to promote its recent redesign (see Daily Telegraph Launches Nation-Wide Ad Campaign) and earlier this month, it announced that it was to ‘take-over’ Bank station, with an extensive outdoor promotion (see Daily Telegraph To Dominate Bank Station In Ad Push).
The poster campaign will build on the paper’s current television advertisements, which compare the Daily Telegraph to a best-selling novel, and will feature large premium formats including building banners, 96 sheets, 48 sheets and back-lit 96 sheets in London and the Home Counties. There will also be Telegraph branded Adsites in 25 prime sites in the capital which will highlight the content of each day’s paper on a scrolling LED screen.
Mark Dixon, marketing director at the Telegraph group, commented: “This is certainly our biggest outdoor campaign and we’ve been able to make such an investment thanks to the money saved from the decision last year to stop producing costly bulks. The large-scale formats we’ve decided to use are a perfect-fit with our bestseller message.”
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 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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