Newspaper Relaunch Strategy

An article provides some insight into the multi-million pound marketing relaunch of the Guardian newspaper in the UK. The campaign focused on three key messages: the change in size and editorial integrity, photography and pictures, and the new daily sports section.

A London double decker bus dressed as a mobile photography gallery will stop at sites across the capital, while a number of outdoor art installations carrying the line “Think in pictures” will encourage people to view their surroundings as a photographer.

Also, more than 12,000 retailers will be offered a choice from a range of specially designed Berliner display units, together with a number of different posters, shelf stickers and till wobblers.

MediaGuardian.co.uk | Press&publishing | New-look Guardian unveiled