i, Britain’s fastest growing newspaper, is launching its second phase TV ad campaign in January as the brand further strengthens its position within the newspaper market.
Building on i’s popular TV ad campaign in 2011, which featured Dom Joly and Jemima Khan, the second phase of advertising activity will break on 9th January 2012.
Following its hugely successful launch in October 2010, the ground-breaking title now commands a circulation of over 210,000 per day. Evgeny Lebedev, Chair of Independent Print Ltd, has continued to put considerable investment behind i and the new advertising campaign is the latest initiative to continue to grow the readership of the paper.
The 30-second ad will feature the much-loved comedian Ronni Ancona, The Independent and i columnist & comedian Mark Steel. A number of target readers extolling the virtues and benefits of i will also feature as well as an i reader selected via a competition in paper. The ad is aimed at i’s demographic of ABC1 readers and encapsulates the concise, quality journalism & value for money that the paper has become renowned for.
Created by McCann London and directed by Howard Greenhalgh. Howard is best known for his work directing iconic pop videos, with artists including Iron Maiden, The Pet Shop Boys, Sugababes, George Michael and Elton John.
Aired in two formats of 20” and 30” commercials, the activity will run throughout January and February across all main channels (Channel 4, ITV, Five, Sky & ITV2). The ad will feature during weekday breakfast TV, peak time midweek programming and on Sundays.
Stefano Hatfield, Editor of i, said: "The new TV ad campaign reflects i’s unique position of offering readers a quality daily in a concise format, for just 20p. We look forward to continuing to meet the needs of those who are rushed for time but demand the highest quality, editorial content."
Andrew Mullins, Managing Director of Independent Print Ltd, said: "We wanted to continue the momentum we achieved with the i’s TV ad campaign in 2011. The new campaign now starts to leverage some of the Independent's more renowned and especially relevant attributes of trust and modernity as well as building on i’s unique values of conciseness and value for money. We hope it will continue to grow the number of people buying Independent content in print form."
