Richard Desmond's Northern & Shell will unveil a new-look Sunday Express this weekend, backed by a pounds 2 million television campaign created by the TV prankster Jeremy Beadle and former Capital Radio DJ John Sachs.
The much anticipated relaunch of the paper sees the 80-page Sunday magazine supplement replaced by a 116-page glossy called S, which will provide health, homes, food and celebrity coverage.
An additional 40-page pullout, Enjoy, will focus on showbusiness and travel stories. However, neither S nor Enjoy will carry the branding of Desmond's celebrity weekly, OK!, as industry observers had expected.
Enjoy will be folded into the main section of the paper alongside a new 56-page money and business section, Financial Express. The new section replaces the 12-page Serious Money broadsheet and is intended to give business and finance a more distinct identity in the paper.
Sport will retain its own 40-page section inside the main paper. News and pictures receive 64 pages.
Sachs and Beadle, who is a personal friend of Desmond, have developed an ad campaign starring the TV interior designer Laurence Llewelyn-Bowen.
The campaign, which is planned and bought by The Express's incumbent media agency, CIA, breaks on Friday with a schedule that includes Who Wants To Be A Millionaire? and Popstars. The Express parted company with its advertising agency, The Bridge, last month in order to take creative arrangements in-house.
The launch coincides with a bullish ad revenue announcement from Express Newspapers' new owners. Stan Myerson, the group managing director, said that ad revenue across all titles was up 25 per cent year on year for the first three weeks of January. The pounds 2.5 million increase includes the Express group's first advertising from Harrods and the return of Estee Lauder after a six-year absence.