Telegraph creates a bespoke tabloid to launch Renault car

The Daily Telegraph is creating a one-off tabloid newspaper to mark the launch of a Renault model.

Called The Daily Splat, it will be published on 11 September as part of the Telegraph's Saturday package. The newspaper won a competitive pitch to develop an original idea for the launch of the Renault Modus.

The pitch asked newspapers to come up with a proposition based on the Modus strapline: "Engage the inner child."

Articles in the 24-page newspaper cover such subjects as the world conker championships and "how grass-stains on knees are the new vogue". The title will be backed by a website that will run for four months.

The deal was brokered by Nick Russell, the strategic planner at the Telegraph Group, Danny Lloyd, the associate director at Renault's media agency, Carat, and Jonathan Wignall, the manager of national advertising at Renault.

All creative has been developed in-house by the Telegraph. The Daily Splat will be promoted using direct mail and posters at newsagents.

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