- The Guardian is unleashing a national poster and radio campaign next week to promote its expanded weekly listings magazine, The Guide, as well as its weekly digest supplement, The Editor, and its property and design magazine, Space.
The advertising, created by Partners BDDH, kicks off on 17 April with a 96-sheet national poster campaign for The Guide. The ads, art directed by Tony Bradbourne and written by David McCullough, feature images of peeling flyposters advertising TV programmes, music, art, film and theatre. They have been superimposed to convey the breadth of The Guide's coverage, driven home by the tag line: "Well covered. The new Guide."
Victoria Kaulback, The Guardian's account director at Partners BDDH, explained: "We wanted to reflect The Guide's edgy attitude."
The campaign runs hand in hand with a national 96-sheet push for the Editor -- featuring the line "Fast food for thought" -- and a series of 6-sheets in London Underground stations to advertise Space. The Editor poster was art directed by Ian Colbeck and written by Derek Day.
Radio advertising for The Guide and The Editor will start on 21 April and run on Jazz FM, Capital, XFM, Heart and Virgin stations. Media planning and buying is by New PHD.
The ads follow the announcement last month of expanded preview and listings sections for The Guide, as well as the decision to move The Editor from Saturday to Friday and Space from Friday to Thursday from 19 April.