The campaign has been created by BMB, and will run on roadside sites and bus sides in major cities, including London, as well as across the train network, London Underground, Manchester Metro and Midland Metro tram stations.
The I newspaper has been devised as a concise read with a quality feel and will cost 20p. It targets existing readers and lapsed readers of quality newspapers.
The Independent newspaper is also being redesigned with a new look and feel to create a clear distinction between the two publications.
Andrew Mullins, managing director of The Independent, says: “Quality newspapers provide a highly valuable audience for advertisers but recently print circulations have been in decline and the average age of the audience has been increasing. Time-poor newspaper readers, and especially commuters, have been telling us for years that they are inundated with information and just don’t have the time to read a quality newspaper on a regular basis.
“We are creating a newspaper for the 21st century that is designed for people who have a thirst for information and entertainment in the limited time that they have available. i is a reader-led newspaper with broad reach and intelligence.’
The Independent is owned by Alexander Lebedev, director of Independent Print Ltd, which also owns The London Evening Standard.