The posters offer potential readers a free copy of The Economist through a text code and the campaign will be accompanied by distribution of a free sample issue of the magazine in central London on 20 June designed to illustrate the breadth of the publication’s content.
The Economist carried off the Media trophy at the Marketing Week Engage Awards 2011 for the “Where do you think you stand?” campaign, which started last year.
The three double posters will ask if trying to slash immigration is a good or a bad idea, whether or not Britain should give up trying to be a global power, and if China is a threat or friend to the West.
Through the posters, The Economist hopes to challenge non-readers’ misconceptions of the brand by showcasing its wide-ranging editorial content. The new ads officially launch on Monday (June 13).
The ad campaign has been created by Abbott Mead Vickers BBDO with media planning and buying handled by PHD.
See all the Engage Awards 2011 winners here