Lida, M&C Saatchi's direct marketing agency, is launching its first work for Sunday Business following its appointment last week.
The agency has developed a direct mail campaign to encourage new readers to try the paper, which from this Sunday will include a new section called Business and Pleasure.
The creative emphasises the idea that readers can 'mix business with pleasure this Sunday'. One execution features a football boot with the impression of a calculator on its sole and the line 'From wealth management to football management', while a second ad shows a piece of sushi with a computer key imprint on its surface and the line 'From sushi to IT'.
The mail targets men aged 30-plus in London and the south east and offers incentives including a free Zagat restaurant guide and entry to a pounds 1,000 prize draw.
David Harris, the creative director at Lida, said: 'The campaign emphasises that Sunday Business is essentially about financial issues. It may have a pleasure section but still supplies financial detail.'
A TV campaign from M&C will also run to announce the relaunch of the newspaper.
The direct mail campaign is art directed by Ali Peaty and written by Nicky Bullard. The typographer is Glenn Chapman and Asset Graphics did the retouching.