Guardian Unlimited Launches Nationwide Poster Campaign

The website of the Guardian newspaper, Guardian Unlimited launched its first above-the-line brand campaign yesterday. Comprising a national 96-sheet poster campaign, it is designed to promote the site to a wider audience and reaffirm its position in the market.

The posters, which will appear for the next fortnight, will each carry one of three statements, created by Partners BDDH to “position Guardian Unlimited as a primary online destination to its target audience.” The statements are “24 hour surveillance”, “Permanently Switched On” and “Non-Stop Press”.

All posters will also carry the strapline “News, Football, Film, Money, Education, Books, Talk, Jobs”, highlighting the network’s content along with the site logo. An additional poster outside the Guardian’s offices is being used, which has a digital clock showing hours, minutes and seconds, preceded with the words “The News At…” to highlight the fact that the news service is constantly updated.

The site claims to have more than 1 million unique users, and registers over 18 million page impressions per month. Marc Sands, Guardian marketing director, said “We have invested in building a strong product that delivers on promise and we’re now ready to take our product to a wider audience.”

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