Brand Strategy Evening Standard The Queen

The Evening Standard rebrands as ‘The Jubilee Standard’ in honor of the Queen


By John Glenday, Reporter

May 31, 2022 | 3 min read

The Evening Standard is marking the Queen’s 70 years on the throne by rejigging its masthead to ‘The Jubilee Standard’ in honor of the Platinum Jubilee.


The Evening Standard will put out the first non-weekday edition to be published in the news brand’s history

The reigning monarch takes pride of place in a special edition of the London paper devoted to Jubilee coverage – the first non-weekday edition to be published in the news brand’s history.

Sponsored by Lloyds Bank, the paper will furnish readers with everything they might wish to know about Her Majesty, and play its part in building excitement over the long weekend with distribution provided via vendors dressed in uniforms branded with the bank’s livery.

Charles Yardley, Evening Standard chief executive officer, said: “I am thrilled that we were able to bring The Jubilee Standard to the capital’s revellers over the course of the long weekend and share all the information they need to mark this once-in-a-lifetime event in style. It is even better that we have been able to do so by working hand-in-hand with Lloyds Bank, [which is] woven into the fabric of the weekend’s pageantry.”

Richard Warren, director, marketing communications at Lloyds Banking Group, added: “To be able to work with The Evening Standard on this unique souvenir issue, celebrating Her Majesty’s 70-year reign, is a perfect opportunity for us to show our support and excitement for the Platinum Jubilee Pageant weekend, and to celebrate Her Majesty’s lifetime of commitment and service. We can’t wait for the celebrations to begin.”

Produced by Studio27, The Evening Standard’s in-house content team, the commemorative edition includes campaign work for Lloyds Bank planned by Zenith Media and creative produced by Adam & Eve.

Brands such as Reed are capitalizing on Jubilee joy with royal-themed campaigns.

Brand Strategy Evening Standard The Queen

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