The European newspaper relaunches as a glossy magazine next week
and is advertising the revamp with its first terrestrial TV ads for four
The title, which changed to a tabloid format last autumn under its
editor-in-chief, Andrew Neil, will become an A3-sized magazine targeted
at a more upmarket audience across Europe. The pounds 1.5 million
campaign breaks on Monday and will run on Channel 4 and satellite
It was created by DMB&B with media bought by the Media Business.
A 30-second spot shows a plane travelling across blue skies with a
cityscape below. A voiceover claims that, while some publications limit
coverage of European affairs to less than 10 per cent of their content,
one title gives it 100 per cent. The voiceover goes on to challenge the
viewer: ’So which one do you read? It just depends how far you want to
The endline is: ’The European. Now we’re talking business.’ The ad was
written by Roger Holdsworth and art directed by Phil Chitty, both at
DMB&B. The director was Paul D’Auria with 3D animation by the Mill.
Michael Moore, managing director of the European, said he would be
willing to reduce the title’s circulation to achieve a more upmarket
reader profile, shifting from middle managers to board directors. ’We
are focusing on a market we haven’t achieved in the past; a market the
Economist has been dominant in.’
The European had a circulation of 153,000 (ABC January-June 1997), down
2,000 on the previous six months.
The relaunch campaign is the biggest single investment since the paper
launched as a broadsheet in 1990.