The Guardian launches Europe edition and global marketing push

The Guardian has launched its “biggest ever European marketing push” to reinforce its multi-year strategy.

The newsbrand’s three-year strategy, starting this year, is to build on its position as “one of the world’s leading quality news publishers” and to become “more global, more digital, with more paying supporters and producing more world-class journalism.”

The campaign emphasises The Guardian‘s independent ownership and mission and coincides with the launch of The Guardian Europe digital edition, which will have the publication’s third largest audience after the UK and the US.

Anna Bateson, Guardian Media Group CEO, said: “Readers tell us they support The Guardian because they believe, like we do, in robust independent media that is open to all, funded by many, and beholden to no one.”

The “Not For Sale” campaign will run worldwide across audio, video, newsletters, print and social, with paid media focussed on the UK and Europe.

The creative, produced by Omnicom ad agency Lucky Generals, will also feature on digital screens and posters in major European cities including Amsterdam, Berlin, Dublin, Paris, London, Manchester, Bristol, Liverpool, and Edinburgh.

There will also be a film running on Channel 4’s linear and on-demand channels, in UK cinemas from 25 September and digital and social channels across Europe.

This marks the publisher’s first global marketing campaign since 2019 when they ran “Hope is Power“, which made the case for journalism in a time of crisis.

Going forward, The Guardian Europe has an expanded team of columnists, correspondents, editors and reporters, who will provide a dedicated source of English-language European news content on The Guardian website and app.

To mark the launch there have been special Europe editions of The Guardian‘s leading podcasts Today in Focus, Football Weekly and Politics Weekly, and exclusive investigations into air pollution across Europe.