The promotional paper aims to “generate a buzz” around the upcoming release “Shadow on the Wall” and capitalise on the freesheet market in the capital.
“The Daily Hannah” will be given away to 50,000 commuters at 12 transport locations across London including Oxford Circus, Kings Cross and Victoria.
The Daily Hannah will follow the format of a conventional free newspaper, with editorial content about the popstar and advertisers including Estonian hotels, restaurants and products.
Estonian capital city, Tallinn, has been named European City of Culture 2011. The lead “news piece” will cover a campaign fronted by Hannah, run by the Estonian Embassy to promote tourism in the country.
The promotional freesheet will also give away a trip to Tallinn and a luxury spa complex in Estonia’s Muhu Island.
Alister Jamieson from Ambush Management, part of the 19 Group says: “Hannah is massive in mainland Europe but relatively unknown in the UK so we thought what better way to start generating column inches about her than to get her to produce her own paper.”