Trinity Mirror is to launch a £5m ad campaign to publicise its new newspaper the New Day, including a heavyweight TV push.
The upbeat campaign, which uses the strapline “Seize the New Day”, includes a 30-second TV ad that will air in prime-time slots this weekend during Coronation Street, Ant and Dec’s Saturday Night Takeaway, England’s Six Nations rugby clash against Ireland and Sky’s Game of Thrones.
“The launch campaign captures the spirit of how our reader feels – upbeat and positive, relishing life,” said Zoe Harris, group marketing director at Trinity Mirror and publishing director for the New Day.
The TV ad focuses on the new, with a string of promises that it will deliver a “new approach, new outlook, a new style” brought to readers by a “new set of writers with a new conversation”.
The campaign will include radio, social media and print advertising that will run in flagship Trinity Mirror titles, including the Manchester Evening News, Bristol Post and Liverpool Echo.
Harris says that a social media strategy, including clips of the editorial team in conference planning the newspaper’s layout, is one example of the new approach the New Day will bring to readers.
“Our social activity brings the reader into the inner sanctum of the editorial team, something usually shrouded in secrecy,” said Harris. “This modern, open approach typifies what the title stands for, and the relationship lapsed and lapsing readers are looking for with a news brand.”
The campaign has been created by ad agency Quiet Storm with media planning and buying by Vizeum.
The New Day will launch with a print run of 2m on Monday, when it will be available for free, and the price will then be set at 25p for two weeks before rising to 50p.
