The ESI Media-owned free paper will publish 80,000 copies of the 36-page Late Night Standard, with street vendors handing them out between 5.30pm and 11.30pm on 19 August at Tube stations within Zone 1 on the Victoria and Central Lines.
The weekday evening newspaper has launched the supporting marketing campaign today on its own newspaper and website, as well as selling an exclusive commercial partnership to Vodafone.
A print ad, featuring an owl delivering a copy of the one-off paper, was created by WCRS. The Engine agency won the creative brief after a competitive pitch by ESI Media.
The Vodafone partnership, which was brokered by MEC, will see the mobile phone operator given eight pages of branded content in the Late Night Standard. Vodafone will also take over the Standard’s online Going Out channel for three days leading up the edition.
The Standard’s masthead will also be edited to reflect the Vodafone partnership on the late-night edition on Friday.
Jon O’Donnell, managing director of ESI Commercial, said: "As an innovative media first, the Late Night Standard recognises the excitement in London that surrounds the night Tube. Vodafone has embraced this key moment, making them the perfect partner to work with as we build on our brands’ influence in this powerhouse city.
"It’s a brilliant example of how we can work with advertisers to bring London to life for our audience and make this a night to remember."