Media: Things we like

MARKETING SUPPORT FOR THE SPORTSMAN

This week, The Sportsman became the first national newspaper to launch for nearly 20 years. It will be no easy task trying to launch a paper into a market monopolised by the Racing Post. So we were astonished to discover that the title's founders delayed the launch until after the Cheltenham Festival, when more than 250,000 potential readers descended on the Cotswolds town. However, The Sportsman made the most of a missed opportunity. Racecards with the following day's fields were handed out to punters by distributors wearing The Sportsman's green brand. And the town's pubs displayed some witty and memorable posters poking fun at the Post. It all helped to build excitement and anticipation among race-goers about this new entrant into the market.

V FOR VENDETTA

Comic fans are a hard and fickle audience to please when it comes to film adaptations. So taking one of the best comics ever written, Alan Moore's V for Vendetta, and having the Wachowski brothers, the makers of the Matrix trilogy -a hit-and-miss group of films - adapt it was always going to be a risk. A risk that pays off by the creation of a slick, entertaining and intelligent reworking of the classic tale of fear, paranoia and terrorism, fronted by one of the coolest anti-heroes to ever grace celluloid. The breathtaking final scenes are worth the entrance fee alone.

SONY BRAVIA DVD IN THE GUARDIAN

It might not be a new idea (Honda did it with "cog") but the decision to distribute a DVD containing the Sony "balls" ad and loads of additional material on the making of the spot, plus a competition, created talkability. While on a train on Saturday, we heard four Guardian-reading young men discussing the DVD, the ad and how many balls were chucked down that hill in San Francisco. One of the lads was even willing to bet that most of the balls were lost "in drains and trees and stuff". He couldn't wait to check the DVD out later.

GREEN WING ADS

The ads for the new series of Green Wing are excellent. They're appropriately surreal, featuring the cast doing their weird things, and should do a good job luring in the next series' viewers on 31 March.

AND ONE THING WE DON'T ...

DONCASTER AIRPORT'S REBRAND

The airport in South Yorkshire has scandalously been allowed to rebrand as Robin Hood Airport, presumably on the basis that the great Nottingham legend once visited Doncaster market to buy an arrow. He's hardly what you'd call synonymous with the South Yorkshire region and this rebrand could confuse tourists, who might assume the airport is located near Robin's true home in Nottinghamshire. A desperate bid to cash in on the fame of an icon that has little or no connection with a town. If only East Midlands Airport had thought of it.

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