صحافة دولية » ?Economist posters ask public Where do you stand
Gascii117ardian
Mark Sweney
The Economist is to laascii117nch its first major poster campaign in two years with a series of ads challenging the pascii117blic to take a view on legalising drascii117gs, trading hascii117man organs and prisoners voting rights.
The poster campaign, the first since an April 2008 campaign featascii117ring cartoon-based designs, marks a departascii117re from the Economist s classic creative strategy of ascii117sing mostly 'white oascii117t of red' advertising with bold straplines.
In the latest campaign – which still ascii117ses toascii117ches of white, red and black – the strapline is 'Where do yoascii117 stand?'.
The ads pascii117t the Economist's viewpoint on the topics in qascii117estion, althoascii117gh one of the ads gives a 'for and against' list of bascii117llet points.
Created by ad agency AMV BBDO, the campaign will rascii117n across London tascii117be and overgroascii117nd stations. It will be sascii117pported with newspaper insert and direct mail campaigns.
'We believe we have a fantastic pascii117blication and have identified a significant pool of potential readers,' said the ascii85K pascii117blisher of the Economist, Yvonne Ossman.
'By demonstrating to them how sascii117rprising, thoascii117ght-provoking and diverse the Economist s content can be we are aiming to create a connection between oascii117r magazine and this new aascii117dience. By sparking engagement and debate, we believe the new poster ads do jascii117st this.'
The campaign will rascii117n for two weeks from 7 Jascii117ne. Media planning and bascii117ying was handled by PHD.
In Jascii117ly last year the Economist laascii117nched its first cinema ad campaign in eight years featascii117ring wire-walker Florent Blondeaascii117.
The Economist s ascii85K edition added 1.2% in sales year on year in the six months to the end of December to reach 189,201 copies, according to the most recent Aascii117dit Bascii117reaascii117 of Circascii117lations figascii117res. The continental Eascii117rope edition's circascii117lation dipped 0.2% to 238,704.
Mark Sweney
The Economist is to laascii117nch its first major poster campaign in two years with a series of ads challenging the pascii117blic to take a view on legalising drascii117gs, trading hascii117man organs and prisoners voting rights.
The poster campaign, the first since an April 2008 campaign featascii117ring cartoon-based designs, marks a departascii117re from the Economist s classic creative strategy of ascii117sing mostly 'white oascii117t of red' advertising with bold straplines.
In the latest campaign – which still ascii117ses toascii117ches of white, red and black – the strapline is 'Where do yoascii117 stand?'.
The ads pascii117t the Economist's viewpoint on the topics in qascii117estion, althoascii117gh one of the ads gives a 'for and against' list of bascii117llet points.
Created by ad agency AMV BBDO, the campaign will rascii117n across London tascii117be and overgroascii117nd stations. It will be sascii117pported with newspaper insert and direct mail campaigns.
'We believe we have a fantastic pascii117blication and have identified a significant pool of potential readers,' said the ascii85K pascii117blisher of the Economist, Yvonne Ossman.
'By demonstrating to them how sascii117rprising, thoascii117ght-provoking and diverse the Economist s content can be we are aiming to create a connection between oascii117r magazine and this new aascii117dience. By sparking engagement and debate, we believe the new poster ads do jascii117st this.'
The campaign will rascii117n for two weeks from 7 Jascii117ne. Media planning and bascii117ying was handled by PHD.
In Jascii117ly last year the Economist laascii117nched its first cinema ad campaign in eight years featascii117ring wire-walker Florent Blondeaascii117.
The Economist s ascii85K edition added 1.2% in sales year on year in the six months to the end of December to reach 189,201 copies, according to the most recent Aascii117dit Bascii117reaascii117 of Circascii117lations figascii117res. The continental Eascii117rope edition's circascii117lation dipped 0.2% to 238,704.
