The London Standard launches as a premium publication with high impact campaign

Today (26 September) marks a new era for The London Standard as it repositions as a premium weekly publication, celebrated by a powerful out of home campaign across the capital.

The launch campaign will feature over seven hundred roadside and digital screens strategically positioned in iconic London locations, including over 30 of JCDecaux’s iconic roadside and Rail locations, as well as across digital and audio platforms.

The creative brief to Mark Porter Associates was to emphasise this future facing evolution of the print news model in a fast-changing market, whilst respecting the brand’s iconic 200-year history.

To celebrate this exciting new chapter for London’s most-loved newspaper, the launch will also be supported by a series of creative street activations at The Outernet, with a dynamic and lively showcase of everything The London Standard has to offer.

150,000 copies of will be distributed every Thursday from 4pm from the heart of the city to the vibrant outskirts, with an estimated readership of 375,000 readers (2.5 readers per copy).

James White, Chief Commercial Officer, The Standard, said: “It’s a big day for London and a big day for The Standard. We’re thrilled to be marking such a momentous occasion with a huge multi-media campaign across the best city in the world. We can’t wait to showcase all that we have to offer to our valuable readers and advertisers alike.”

The launch of the weekly publication is a part of The Standard’s overall bold transformation, offering a portfolio of multi-award-winning platforms delivering quality content 24/7 to a global audience of aspirational metropolitans.

Albert Read, Executive Chairman, The Standard, said: “Today’s launch of our premium weekly newspaper, The London Standard, is an exciting evolution that will ensure our continued success and relevance in a rapidly changing media landscape.

“The Standard is London’s most powerful voice, its most loved and trusted news brand, and its readers are some of the most desirable consumers in the world. I’m extremely proud to be part of the next stage of its evolution.”

Dylan Jones, Editor-in-Chief, The Standard, said: “We are embarking on an incredibly exciting new journey, and I am convinced that the latest iteration of the Standard – in print, online, on social – is a manifestly important addition to London’s media diet. A diet that the Standard has owned for nearly 200 years. 

“The new weekly print publication is an upmarket celebration of the city in all its glory. We will be delivering quality at scale for a culturally savvy, desirable audience. London remains the greatest city in the world, and we will continue to reflect that. Every Thursday, on sale for three days, the Standard will be reinventing London.”

Philip O’Ferrall, CEO, Outernet Global, said: “This is a landmark moment for London and the media as we welcome the London Standard. Outernet has a brilliant partnership which will continue because we share common ground – we love this city and want to celebrate it and the people that live here.”

Mark Bucknell, Chief Commercial Officer of JCDecaux UK, said, “We are delighted to be working in partnership with The Standard using JCDecaux’s premium Out-of-Home sites on Roadside and Rail to reach Londoners at key moments in their travel journey across the capital. This is big news for Londoners, and we are proud to use digital Out-of-Home to amplify The Standard’s campaign to their target audience.”

Source: The London Standard

  Advertising, Campaign, JCDecaux, Launch, London, OOH, The London Standard, The Standard, UK