Telegraph Goes To The Dogs With Latest Campaign
The Daily Telegraph has secured Cesar dog food to launch an extensive advertorial campaign aimed at encouraging owners to spend more time with their pets.
The campaign, which begins on Saturday, highlights a range of Cesar-branded events and then a number of other cultural events that will take place throughout April for Daily Telegraph readers to enjoy with their pets.
The advertorials will be supported by executions in the Weekend section of the Daily Telegraph, as well as at a number of special Cesar events. At each event experts will offer pet-friendly gardening tips from a Cesar-style kitchen, which will provide refreshments for dogs.
The deal was booked by ZenithOptimedia and was set up by Dorota Key, strategic planner at the Daily Telegraph, who said: “It is great to see how Cesar has chosen print activity to support an usual event-based campaign.”
The Telegraph recently announced its latest drive to boost sales in the form of a widespread taxi and outdoor advertising push designed to build on the brand’s now familiar Read a best-seller every day campaign (see Telegraph Hails Start Of Taxi Advertising Campaign).
The Daily Telegraph has been hard hit by recent tabloid launches from the Times and the Independent, which appear to be eating into its circulation. The latest ABC figures for the six months to February 2004 show the title saw sales dip by 4.5% year on year to 916,925 (see ABC National Newspaper Round-Up – February 2004).
However, the Daily Telegraph could be the third broadsheet newspaper to go tabloid with £8 million rumoured to be set aside for a compact launch, which could be happen as early as next month. Telegraph managing director, Hugo Drayton, said that uncertainty about the paper’s future would not get in the way of the launch (see Gannett Pulls Out Of Race For Telegraph Titles).
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