The Guardian, The Observer and Guardian Unlimited are to be promoted across London on 28 permanent sites from next month.
The campaign marks the first time the newspaper group has used such a strategy.
The sites will feature a different ad every month for each of the three brands, starting with a promotion for the Observer’s recently launched monthly food supplement, OFM.
Guardian Newspapers marketing director Marc Sands says: “These sites will give our brands a year-round presence in a key sales area, creating dialogue with existing and potential readers. The creative content will concentrate on simple messages and strong visuals to maximise impact on the sites we have chosen.”
Creative work will be by BMP DDB, for The Guardian and the Guardian Unlimited, and Ogilvy & Mather for the Observer. Media buying for both is by New Phd.