The Sun’s “Smile” campaign lifts paper in January

The Sun’s attempt to lift the nation’s mood in a January advertising campaign that called on people to banish the New Year blues by smiling appears to have paid dividends after the News International red-top was found to have outperformed its tabloid rivals last month.

According to the latest ABC circulation report, The Sun registered a 5.8 per cent increase in net circulation on December to 2.4 million copies a day. Its closest rival The Daily Mirror also reported reported an uplift but by just 2.3 per cent.

The paper’s Grey London created television spot starred a gap-toothed girl singing about reasons The Sun’s Big Smile Giveaway promotion, a series of New Year offers such as cheap holidays, offered viewers reasons to be cheerful.

The month of month increase was offset by a 10.86 per cent slump in the six months to 31 January over the same period a year earlier.

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