Upgrade with the Daily Mail TV campaign launches
The Daily Mail launched a major advertising push in February, across TV, print and online. The campaign, created by M&C Saatchi, encourages readers and potential readers to 'Upgrade with the Daily Mail'. The ads are designed to convey what makes the Daily Mail unique and relevant.
Research shows that The Daily Mail is valued by families who are actively seeking to enhance their lives. This sense of aspiration which is a unique focus for the paper, is encapsulated with the campaign idea 'Upgrade with the Daily Mail.'
Five TV ads have been created, each highlighting unique aspects of the paper. The power of one journalist's words is dramatised in 'Richard Littlejohn'. In 'Car' the idea is established that this is a paper for when your priorities in life change. The benefits of Femail Magazine are highlighted in 'Mirrors' and the unique properties of Weekend magazine and Coffee Break are also brought to life with individual executions of their own.
Roland Agambar, CMO of the Daily Mail and The Mail on Sunday said: "What's exciting is that our Upgrade campaign isn't just about marketing strategy. It embodies our editorial ambition, reflects what's important to our readers - both regular and occasional - and is indicative of our compelling proposition for advertisers."
Tim Duffy, Chairman at M&C Saatchi, added: "The message is simple, yet powerful -The Daily Mail is an aspirational newspaper. We have reflected these values in a stylish striking campaign."