The Daily Mail is putting its health experts front and centre in a new £1m TV and radio ad push, looking to highlight the breadth of coverage in its Good Health magazine.
The creative from Big Al’s Creative Emporium shines a light on its health magazine, and expert contributors including doctors Chris and Xand van Tulleken from TV, and Michael Mosley and Dr David Unwin. The ad launches this weekend and marks an increasing emphasis on Daily Mail content - rather than promotions and deals it is bundled with.
The drive looks to show how the magazine is keen to position itself as a source of knowledge amid a media filled with questionable health stories. This marks the latest iteration of the title’s “always on” marketing drive. It has been answering readers’ pressing questions as part of the ‘Daily Questions, Daily Answers’ brand campaign.
Allan Macaskill, director of marketing at Mail Newspapers, told The Drum: “Part of the role of the Daily Mail is to give readers information on the issues that matter most in their lives. The Daily Mail’s Good Health magazine, which we run every Tuesday, is one of our most popular so we know that health is one of the most important things in the lives of our readers, their friends and family.
“We have an ‘always on’ media strategy and radio advertise our products every week. But once a quarter we advertise key important themes on TV. In the last year this has included our ongoing campaign to ‘Turn the Tide’ on plastic, the Weekend magazine as the country’s biggest selling and most popular entertainment and TV listings magazine and a January campaign around diets and health.”
The campaign looks to position The Mail as a “vital and important health advice” source. It’s a theme that performs particularly well with older demographics.
Macaskill added: “We hear stories all the time from readers that our advice has helped inspire them to lose weight, reverse diabetes or simply love a healthier happier life. If we can do this for even one person it will be a success. On a wider level we want readers to have a better understanding of the role the Daily Mail can play in their lives. We help to provide answers to the questions that matter.”
There are two cuts of the ad, one championing health experts and another that puts the print product at the heart of the creative.
As per the latest ABC figures, the Daily Mail enjoys a daily circulation shy of 1.2m. The hope will be that the marketing campaign helps consumers re-evaluate the title.