The print campaign, created by McCann Erickson, apologises to Londoners for losing touch, taking them for granted, and being negative, complacent and predictable. All of the executions begin with the word "sorry" and use the Standard's Eros logo.
The campaign comes in response to market research, commissioned by the newspaper’s new editor, Geordie Greig, which found that Londoners felt the paper was too negative and did not meet the capital’s needs.
The approach will be seen as critical to that of the former editor Veronica Wadley, who edited the Standard for seven years before its acquisition by Alexander Lebedev.
London Evening Standard says sorry to Londoners in relaunch campaign
by Caroline Lovell, campaignlive.co.uk, 05 May 2009, 09:15am
LONDON - The London Evening Standard launched a campaign today apologising to Londoners for its performance in the past, as the newspaper kicks off a three-week publicity attack ahead of its relaunch on 11 May.
All Comments
Mark Griffiths - 05 May 2009
I love the idea, but how on earth are the journos going to live up to it? Good news stories on the front page? We can only hope.
Oliver Gandy - 05 May 2009
Bought the late edition for 10p t'other day. What a shower. Daylight robbery innit.
Pollard - 05 May 2009
Fine if you are talking to non readers but what about existing loyal readers who have been buying, and presumably enjoying it for years?! I'd rather know all about the good things they are going to be doing.
Dasbeasten - 06 May 2009
Previoulsy it was just the London version of the Daily Mail and carried just the same sort of middle England rubbish as their parent paper. Maybe under the new ownership they will carry a more balanced editorial profile. A good start would be to stop putting full page opera reviews on page three.
Richard Hayter - 07 May 2009
I'm with A DIAZ, except I hope it doesn't become a paid-for version of London Lite. That would be awful. It needs to keep some of the anachronisms that make it an interesting read: the arts coverage and 'society' coverage are in turn excellent and amusing. I'm interested to see what it becomes...
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