THE BOOK OF LISTS: The 10 Best Regional Press Ads

1. IMPERIAL LEATHER "WAKE UP" CAMPAIGN

Cussons used regional ads to launch its Wake-up Shower Bar, combining press in Bristol, Norwich, Leeds and Coventry with outdoor.

Agency: BDH/TBWA

Copywriter and art director: Danny Brooke-Taylor and Gary Hulme

Media agency: Mediaedge:cia Manchester

2. VIRGIN TRAINS "A NEW BEGINNING"

Regional press formed a key part of Virgin Trains' recent £7.5 million awareness drive. Advertising in 42 regional newspapers carried tailored local messages to communicate changes to the Virgin Trains service.

Agency: Rainey Kelly Campbell Roalfe/Y&R

Copywriter and art director: Pip Bishop and Chris Hodgkiss

Media agency: Manning Gottlieb OMD

3. BODDINGTONS "PART OF MANCHESTER SINCE 1778"

The ads followed on the "It's a bit gorgeous" TV work with the regional message: "Part of Manchester since 1778." The ads ran in September in Manchester titles.

Agency: Bartle Bogle Hegarty

Copywriter: Nick Kidney

Art director: Kevin Stark

Media agency: Starcom Motive

4. BUDWEISER "FIFA WORLD CUP"

An example of regional press exploiting opportunities surrounding global events. Budweiser supported the Belfast Telegraph's guide to the 2002 World Cup with specially created work to support its sponsorship. "One world. One game. One beer" was the copyline.

Agency: Slater Design Agency

5. NTL HOME "SURFERS PARADISE"

A full-page colour advertising campaign to promote broadband internet services. Advertising ran in regional and local titles in Nottingham, Leeds, York and Teesside. Ads show a large image of a surfer alongside the offer.

Agency: Media Machine (subsidiary of Newsquest York)

6. CAMELOT SUBSCRIPTION CAMPAIGN

A nationwide press campaign to promote awareness of the convenience of buying a National Lottery subscription. One of the creative executions features a pair of lottery balls resembling a person's bottom alongside the line: "Play the national lottery without having to get off it."

Agency: WCRS

Copywriter: Gary Dawson

Art director: Tony Hardcastle

Media agency: OMD UK

7. SPECSAVERS

Specsavers is one of the heaviest users of regional press and this year ran a three-week campaign to build awareness of its range of offers. Research showed awareness of its brand increased from 20 per cent to 40 per cent across seven regions.

Agency: In-house

Media agency: Mediaedge:cia

8. ENVIRONMENT AGENCY FLOOD AWARENESS

The Environment Agency used regional press to warn UK residents to prepare for flooding. It ran a series of full-page ads featuring celebrities such as John Peel and Nick Ross.

Advertising was backed by advertising features.

Agency: Circus

Copywriter: John Peacock

Art director: Frank Cookson

Media agency: MediaCom

9. JT HUGHES (HONDA AND MITSUBISHI DEALERSHIP)

The winner of best ad in the motoring sector at the Newspaper Society Awards. The creative uses a clever and simple proposition. The ad formed a whole column of white space in the Shropshire Star with images of computer keys to promote the dealer's new website for cars.

Agency: In-house

10. BRISTOL EVENING POST "THREE-SEATER SOFA"

Innovative ad placed by the newspaper to hire sales people. It shows a spoof classified ad surrounded by white space saying: "Three-seater sofa. Brown, good condition." The copy then asks applicants to respond with their own, improved version of the ad. The ad won best recruitment ad in the Newspaper Society Awards.

Agency: In-house.

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