News International is set to promote its launch of classified advertising site for cars, Sunday Times Driving, with a multi-media campaign.
The campaign will begin on Monday to coincide with the launch of the site, and plays on the truth that different people have different desires when it comes to buying a car, with the strapline “Whatever drives you, you’ll find a premium used car that fits at driving.co.uk.”
The ad campaign follows a teaser campaign which kicked off last Sunday 23 September, with both the teaser and campaign created by News International’s Team News.
Will Handley, head of marketing at Sunday Times Driving said: “NI is returning to a traditional form of revenue generation by establishing a classified site for premium cars. Unlike other classified ad sites it will contain editorial including news and features, used car reviews as well as an advice and review section. Drivers will be able to benefit from a one-stop shop and advertisers have a platform to target high end consumers.”
The consumer campaign will appear in press and display ads across NI’s brands The Times, The Sunday Times and The Sun; while a B2B campaign will run in automotive press to target dealers and advertisers.