Trinity Mirror is investing £5m to promote its new newspaper, the New Day, in a comprehensive ad campaign ahead of the title's launch next Monday (29 February).
The “Seize the New Day” campaign has been created by ad agency Quiet Storm with media planning and buying by Vizeum.
It will run across TV, radio, social media and print advertising in Trinity Mirror titles, including the Manchester Evening News, Bristol Post and Liverpool Echo.
A 30-second TV ad will air this weekend at peak audience times during Coronation Street, Ant and Dec’s Saturday Night Takeaway, England’s Six Nations rugby clash against Ireland and Sky’s Game of Thrones.
The ad will push the title’s “new approach” which refers to the decision to not have a website and instead provide a print summary of the short form news stories which dominate online news coverage. Rather than a site the title hopes that its Facebook and Twitter will stimulate conversation around its articles and draw people to the newspaper.
Zoe Harris, group marketing director at Trinity Mirror and publishing director for the New Day, told the Guardian that social media strategy for the newspaper will take a new approach by also providing a behind-the-scenes insight into the creation of the paper.
This will include clips of the editorial team in conference planning the newspaper’s layout which Harris says “brings the reader into the inner sanctum of the editorial team, something usually shrouded in secrecy.”
She said that this “modern, open approach typifies what the title stands for, and the relationship lapsed and lapsing readers are looking for with a news brand.”
The print only title’s inaugural edition will be free and will then have a 25p price mark for two weeks before rising to 50p.