NMA demonstrates fast turnaround for press ads

The Newspaper Marketing Agency has today (April 23) launched ads aimed at highlighting the quick turn around capability of newspaper advertising.

The initiative forms part of the industry body’s on going “Iconic Ads” campaign but is the first time the NMA has demonstrated the speed of the medium by incorporating information that would not have been known until yesterday afternoon (April 22).

In one ad the copy states: “We wrote this ad late enough to include the winner of the 3.05 at Epsom, which was Hatton.” In the other execution it mentions the national lottery draw.

The ads were created by McCann Erickson. The images used are a collection of the press ads British Airways launched last year to help change perceptions of Terminal 5, following its disastrous opening.

In order to address negative perceptions BA asked Bartle Bogle Hegarty and ZenithOptimedia to create a campaign to reassure people that T5 was working smoothly.

The airline chose to go with national newspapers as the core of the multimedia campaign because of what they described as the “trusted news environment”.

The ads took the form of a daily report on the good experience passengers were having with Terminal 5. The media and ad agencies and the newspapers co-operated so that the executions could be placed in the papers on the same evening that they were created, to appear the next morning.


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