Daily Telegraph fights rivals with new TV ads

The Daily Telegraph is fighting to defend its market share in the face of increased competition from tabloid versions of The Times and The Independent with a new branding campaign through Clemmow Hornby Inge.

The campaign, which breaks on 1 March, incorporates three spots. One features the Kill Bill star Michael Madsen sitting in a restaurant with a film producer who is trying to get him to take part in a new project called The Daily Telegraph: The Movie.

A second ad shows the England rugby player Matt Dawson, sitting in a changing room reading a copy of the paper. The rest of the team files out on to the pitch, but he is too engrossed to move. Eventually he bookmarks the page he was at and runs out on to the field to join the team.

The third spot shows students in a lecture hall all studying The Daily Telegraph instead of a book.

The ads, which all close with the "read a bestseller every day" line, were written by Brian Turner and art directed by Micky Tudor. They were directed by David Lodge through Outsider.

Media strategy, which combines TV and outdoor activity, was developed by Naked Inside. Media was bought by Universal McCann.

Mark Dixon, the marketing director at Telegraph Group, said: "In the face of a powerful promotional onslaught since the launch of the compact Independent and Times, the strength of The Daily Telegraph's offer continues to shine through.

"It retains its huge lead over the competition and clearly remains Britain's best-selling quality daily, a fact that is reinforced in the development of our 'read a best-seller' campaign."

ABC figures for January show The Daily Telegraph's circulation falling by 3.4 per cent to 914,981. Meanwhile The Times' circulation, although down year on year, improved on the previous month's performance, up 3.8 per cent to 660,713. Its tabloid edition sold 110,000.


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