Conquest has unveiled its latest poster and press campaign for
Sunday Business, which is designed to highlight the adventurous, fun and
dangerous subjects it covers.
The three executions each say ’for adventure capitalists’ in the vibrant
colours and in the style of different blockbuster adventure movies. They
were art directed by Kevan Middleton and written by Paul Bringlowe.
Julian Saunders, chief executive of Conquest and the campaign’s planner,
said the advertising aimed to challenge what people might expect of a
pink business newspaper which comes out on a Sunday.
’We have to challenge the idea that business is dry and boring because
it’s not. It’s about conflict, combat, personality, winning, losing,
risks and rewards - the sorts of things which make a football match
interesting,’ he said.
The bulk of the #1.75 million media spend will go on 48- and 96-sheet
posters, but business press will also be used. The campaign, planned and
bought by MediaCom/ TMB, starts next week and runs for six weeks. It
will be supported by below-the-line activity.
Andrew Hart, the newspaper’s managing director, said: ’Sunday Business
has continually proven that business news can be delivered in an
enjoyable and compelling format. This campaign clearly and simply
communicates that commerce is exciting and fun and will encourage new
readers to taste the Sunday Business experience.’
Another element to the promotion will emerge within the next two
It is believed to involve a #200,000 content-based television and radio
campaign promoting a special supplement and running over two weekends.