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News Archive 2011

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Mail launches biggest TV ad campaign for 10 years

Friday 04 February 2011

The Daily Mail is launching its biggest ad campaign for 10 years and encouraging readers to "upgrade" with the title.

The campaign, created by M&C Saatchi, breaks on Sunday and spans TV, print and online.

Five TV ads will air initially to highlight the paper's unique aspects. They include the 'car' spot, which aims to establish the paper as being for people when their priorities in life change.

The attributes of the Femail magazine are highlighted in 'mirrors', and the power of one journalist's words is dramatised in the 'Richard Littlejohn' spot.

The Weekend magazine and Coffee Break are also brought to life with their own individual ads.

"What's exciting is that our Upgrade campaign isn't just about marketing strategy. It embodies our editorial ambition, reflects what's important to our readers - both regular and occasional - and is indicative of our compelling proposition for advertisers," commented Roland Agambar, chief marketing officer, A&N Media.