Telegraph plans series of TV ads to push promotions
The Daily Telegraph is using a newsagent’s shop as the setting for a new series of TV ads with the strapline ‘To a T’.
The ads will feature a regular cast of characters, including a newsagent, and will be used to highlight specific promotions or special editorial features in the Daily Telegraph.
The campaign marks a change of marketing strategy for the newspaper, which last year used a series of “focus fortnights”, where it would highlight an editorial supplement in the first week of a two-week TV ad campaign, then follow it up with a similar ad and tied-in promotion for the second week.
Telegraph Group marketing director Mark Dixon says: “There will be a promotional hit in all the TV ads within the campaign, so hopefully there will be a circulation hit as well.
“Last year all the focus fortnights used completely different ads which provided no long-term benefit to the brand. The ads will now have a common theme.”
The first ad in the series breaks today (February 7), and focuses on a travel-based promotion in The Daily Telegraph’s Saturday travel section. The promotion offers readers the chance to purchase discounted flights to Miami with United Airlines.
The ad will also be used to promote a two-part guide to travel in the United States, with part one, on Florida, appearing on February 10, and part two, on travel across the rest of the US, being published the following Saturday.
The campaign has been created by J Walter Thompson and is directed by Russell England of 2am Films. Media buying is through MindShare.
