The Independent has kicked off a national outdoor advertising campaign to support today’s launch of i – a digested version of the daily paper.
The first quality national daily launch in 24 years will be accompanied by a series of posters located on major transport routes – at the roadside, on bus sides in major conurbations as well as across the train network, London Underground, Manchester Metro and Midland Metro tram stations.
The outdoor campaign was created by Trevor Beattie of BMB with the aim of convincing the public that i marks a new concept in newspapers; an intelligent fast read for time poor commuters.
“i is specifically targeted at readers and lapsed readers of quality newspapers, and those of all ages who want a comprehensive digest of the news in printed form. i will combine intelligence with brevity, and depth with speed of reading, providing an essential daily briefing,” a statement from The Independent said.
The poster campaign will run a series of tag lines aimed at reinforcing this message: “i is all you need in the time you have”: “i is all you need for 20p”: “i is 20p”: and the grammatically peculiar “i is are you?’which harks back to an older campaign which stated: ‘The Independent. It is. Are you?”
Andrew Mullins, managing director of The Independent, said: “Time-poor newspaper readers, and especially commuters, have been telling us for years that they are inundated with information and just don’t have the time to read a quality newspaper on a regular basis.
“We are creating a newspaper for the 21st century that is designed for people who have a thirst for information and entertainment in the limited time that they have available. i is a reader-led newspaper with broad reach and intelligence.”