News of The World campaign trumpets scoops

News International is launching a television and outdoor campaign for its Sunday tabloid News of The World (NoW).

The campaign comes ahead of NoW website content going behind a pay wall next month.

The strapline for the ads is “The Big Stories Start Here” and they focus on the newspaper’s reputation for breaking exclusives and setting the news agenda. It features a selection of the NoW’s biggest exclusives from John Terry’s affair to Sarah Ferguson caught on camera demanding cash for access to Prince Andrew.

There are three TV executions “The Horse Whisperer”, “Gotcha” and “Stakeout”. Each ad shows dramatic reactions to the paper’s revelations in an amusing and irreverent style.

Barnaby Dawe, marketing director of the newspaper, says: “This campaign celebrates the News of the World’s unparalleled reputation for delivering incredible revelations, week after week, year after year.

The ads have been created by WCRS with media planning and buying handled by Mindshare.

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