Hostilities between thelondonpaper and ES ratchet up

Free newspaper thelondonpaper is launching an aggressive advertising campaign satirising the marketing messages being deployed by rival paid-for London Evening Standard.

The new ad campaign for thelondonpaper says “Zilch” has changed about the free newspaper. The ad launches on Monday with the message that absolutely nothing has changed about thelondonpaper.

There are three ads in the series each carrying a different heading with the same meaning, including ‘Nada’, ‘Zilch’, and ‘Diddly Squat’. Readers are assured that thelondonpaper is “still listening, still independent, still celebrating London, still purple and of course, still free!”

The London Evening Standard, now owned by Alexander Lebedev, relaunched this week accompanied by an ad campaign saying “We promise…” and a number of pledges.
This follows the newspaper’s campaign under the strapline “We’re sorry…” which apologized for past attitudes and performance.

Thelondonpaper campaign has been created by News International’s in-house creative team and will run across selected digital and poster sites on the London Underground and Network Rail stations.

Nicole Refson, head of marketing at thelondonpaper, says: “Since launch, thelondonpaper has always championed and celebrated London. Our upbeat tone, sharp design and regular research into our audience of free media consumers ensure we continue to give them what they want – for free.”


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