Telegraph activity highlights quality of editorial coverage

The Telegraph Group is running a cross-media campaign - the first in two years - focusing on the quality of its entire editorial coverage.

The Telegraph Group is running a cross-media campaign - the first

in two years - focusing on the quality of its entire editorial

coverage.



The campaign will involve a series of two-week bursts of activity, each

linked to specific editorial subject areas.



The first campaign, which started last week, highlights The Sunday

Telegraph’s travel coverage. The second week of the campaign features a

circulation promotion involving travel offers.



Mark Dixon, marketing director of the Telegraph Group, said: ’Rather

than keeping our brand campaign - which focuses on editorial - separate

from the circulation promotion, we are linking them to maximise the

effect. We are connecting the messages more than we have in the

past.’



The campaign has been developed J. Walter Thompson and MindShare. It

will embrace TV, radio, print, internet banner ads, direct mail and

’microsites’ on the Telegraph’s website. These will showcase a selection

of the newspaper’s best editorial from the past six months, but will not

carry advertising.



Dixon said: ’We think the time is right to go into the market and to

promote our editorial strengths again.’



The Telegraph’s most recent advertising focused on its sports coverage

and unrelated promotions.



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