The Telegraph Group is running a cross-media campaign - the first
in two years - focusing on the quality of its entire editorial
The campaign will involve a series of two-week bursts of activity, each
linked to specific editorial subject areas.
The first campaign, which started last week, highlights The Sunday
Telegraph’s travel coverage. The second week of the campaign features a
circulation promotion involving travel offers.
Mark Dixon, marketing director of the Telegraph Group, said: ’Rather
than keeping our brand campaign - which focuses on editorial - separate
from the circulation promotion, we are linking them to maximise the
effect. We are connecting the messages more than we have in the
The campaign has been developed J. Walter Thompson and MindShare. It
will embrace TV, radio, print, internet banner ads, direct mail and
’microsites’ on the Telegraph’s website. These will showcase a selection
of the newspaper’s best editorial from the past six months, but will not
Dixon said: ’We think the time is right to go into the market and to
promote our editorial strengths again.’
The Telegraph’s most recent advertising focused on its sports coverage
and unrelated promotions.