NEWS: New ad campaign to boost readership for Herald Tribune

The International Herald Tribune has upped the stakes in the battle to boost readership among Europe’s commercial and political elite with a new pounds 3 million-plus satellite TV and print campaign.

The International Herald Tribune has upped the stakes in the battle to

boost readership among Europe’s commercial and political elite with a

new pounds 3 million-plus satellite TV and print campaign.



Britain’s Ambler Rodford has produced creative work to turn the paper

into a more effective challenger to its main rivals, the Financial

Times, the Wall Street Journal, and satellite TV news channels such as

CNN.



Seven new print ads will run in quality international magazines and two

20-second computer animated commercials that will appear on pan-European

and pan-Asian satellite TV.



Randy Weddle, the Tri-bune’s promotions director, said: ‘We’ve had a

very positive reaction to the work so far and we believe this new phase

will continue to build the brand very effectively.’



Chris Ambler, the Ambler Rodford managing director, said: ‘The campaign

is growing in stature. People used to drape the Tribune in the US flag

but the new advertising has changed that.’