Express marks 100 years with revamp and name change

To coincide with its 100th birthday, The Express has adopted a new, more contemporary look and reverted back to its original name - The Daily Express.

To coincide with its 100th birthday, The Express has adopted a new,

more contemporary look and reverted back to its original name - The

Daily Express.



On Saturday, the newspaper sported the new masthead and a cleaner design

with standardised fonts.



To celebrate its centenary, the first ever edition of the newspaper was

reprinted and inserted into Saturday’s newspaper.



Continuing the celebrations, the 2 May edition carried a souvenir

32-page supplement tracing the newspaper’s 100-year history. The

supplement included sections covering Lord Beaverbrook and legendary

ex-editor Arthur Christiansen, who occupied the editor’s chair between

1933-57. The supplement does not contain any advertising.



The new look will be supported with a TV campaign running on ITV,

Channel 4 and Channel 5, which broke on 28 April.



Editor Rosie Boycott commented on the revamp: ’We decided to revert back

to The Daily Express because that is how everybody refers to it.’ She

added: ’The design changes will give the paper a fresher and more

dynamic appearance.’



Separately, Express Newspapers has appointed field marketing agency FMCG

to manage a marketing campaign aimed at building relationships with

retailers and driving sales. More than 60 FMCG consultants will carry

out 45,000 visits to retailers between now and the end of the year.



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