Guardian Breaks Open New Advertising Campaign

On 1 September The Guardian launches its new advertsing campaign with a series of posters, to be followed by a TV and press adveritising campaign.

Running throughout the autumn, the campaign emphasises the publication’s freedom as a result of being owned by the non-profit making Scott Trust. Partners BDDH advertising agency created the campaign, portaying The Guardian as a ‘likeable, desireable brand’, with the ‘freedom to seek out the truth and surprise and stimulate the reader.’

The poster features four cut-out paper figures, three of which are holding hands. The fourth, the Guardian, is running away behind the words;’No Proprietor, No Ties’.The end line reads ‘Free Thinkers Welcome.’

Marketing director of The Guardian, Stephen Palmer, commented: “The Guardian’s values are in the ascendent. Now is the time to reach out to a new audience through a campaign which moves away from traditional newspaper advertising. By reinforcng the Guardian’s unique freedom, the campaign extends an invitation to all like-minded free thinkers to try the paper.”

Guardian: 0171 239 9696 BDDH: 0171 467 9258