Telegraph Hails Start Of Taxi Advertising Campaign
The Telegraph has announced its latest drive to boost sales in the form of a widespread taxi and outdoor advertising campaign.
The newspaper, which has been hard hit by tabloid launches from the Times and the Independent, will be hoping to increase circulation with its latest initiative, building on the brand’s now familiar Read a best-seller every day campaign.
The promotion will launch on 29 March with branded taxis hitting the streets soon after. A series of 48-sheets and 96-sheets will ride on the back of the taxi sponsorship and will be supported by television spots featuring England rugby player Matt Dawson and film star Michael Madsen.
The latest campaign also ventures into ambient advertising with Telegraph branding appearing on taxi receipts to promote the paper’s Business 2+jobs section, targeting businessmen and women needing evidence for company expenses.
Commenting on the campaign, Mark Dixon, marketing director at Telegraph Group Limited, said: “Our best-seller campaign has been extremely successful so we’re pleased to be launching a new outdoor creative to run alongside our television advertisements. The branded taxis are a creative way to target business readers and we are confident they will increase the profile of our exceptionally strong business coverage.”
Last week saw further developments in the ongoing Telegraph auction saga, as reports suggested Hollywood media mogul Haim Saban had entered the race to take control of the of the Daily and Sunday Telegraph from beleaguered newspaper company Hollinger International (see Israeli Billionaire Enters Race For Telegraph Titles).
The fate of the Telegraph has been in debate since January, when reclusive media magnates, the Barclay brothers, tabled a bid for £260 million to buy Hollinger Inc, the global newspaper group which owns the papers. However, the deal has since been annulled by a US judge and a decision has yet to be made on the newspaper’s new owners.
Telegraph Group: 020 7538 5000 www.telegraph.co.uk
Recent Newspaper Stories from NewsLine Guardian Offers Location Specific Web Advertising Guardian Considers Midsize Edition To Boost Sales Crisis Deepens As Black Ousted From Telegraph Group
Subscribers can access ten years of media news and analysis in the Archive