Standard unveils next stage of its relaunch advertising campaign

LONDON - The Evening Standard, which relaunches today as the London Evening Standard, is to unveil the next stage of its supporting advertising campaign following last week's attempt to say "sorry" to potential readers.

Activity was created by McCann Erickson with media planning and buying through Walker Media.

It includes a 60-second TV ad, which broke on Sunday night, and a print and outdoor campaign replacing the "sorry" teaser line with bright colours and the words "we promise".

The "we promise" creative features a range of lines including "We promise to surprise you" and "We promise to celebrate London".

This activity will be followed by outdoor and bus-side ads that adopt bold, two-tone colours to convey a sense that the London Evening Standard is an exciting evening read.

The London Evening Standard relaunches today with a promotional offer of giving away 650,000 free copies.

Under the new owner, Alexander Lebedev, and the editor, Geordie Greig, the Standard is introducing several new sections and a new-look ES magazine, which will continue to be issued free with Friday’s Standard.