Telegraph Secures Promotional Deal With Malaysia Airlines
The Daily Telegraph has secured a wide-ranging deal with Malaysia Airlines including a range of in-paper advertising and advertorials over the next six months.
The first part of the campaign will see the publication of a special eight-page broadsheet supplement to be included in the paper on 23 September. This will be supported by an extensive poster and online advertising campaign until the first quarter of next year.
The deal, which was brokered by Telegraph Group’s international advertising manager Nick Edgley, has been created to promote the network of 100 destinations covered by Malaysia Airlines. The creative is by Leo Burnett, with planning and buying by Starcom Malaysia.
Commenting on the initiative, Edgley said: “The Daily Telegraph has adapted its advertising solutions to fit the client’s needs and we were happy to suggest a creative strategy. This strategy combined with the high proportion of frequent flyers among the Daily Telegraph‘s readers made us the ideal medium for this campaign.”
Martin Braisby, marketing manager at Malaysia Airlines, added: “Throughout the development of the campaign, the Daily Telegraph has been extremely proactive in making many key strategic solutions work for Malaysia Airlines. The campaign covers many different elements and working with the team at the Daily Telegraph made it possible to develop a strong co-ordinated campaign that will certainly make an impact.”
Earlier this month the Daily Telegraph teamed up with airline bmi to offer readers flights to a range of European destinations for £50 return this winter. The promotion launches in the paper on Saturday 25 September with the support of a special Virgin Radio Winning Weekend (see NewsLine).
The latest ABC results for the six months to August 2004 reveal a relatively lacklustre performance for the Daily Telegraph, which saw its circulation decline by 1.2% year on year to 913,061. The Sunday Telegraph also suffered a dip during the same period to 701,216 (see ABC National Newspaper Round-Up – August 2004).
Telegraph Group: 020 7538 5000 www.telegraph.co.uk
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