ShortList to boost profile with outdoor campaign

by Gemma Charles, Marketing 24-Oct-07

ShortList, the free weekly men's magazine, has appointed TBWA\London to handle an outdoor ad campaign designed to raise its profile among commuters in key cities across the UK.

ShortList Media, the publisher of the 48-page title run by chief executive and former IPC Media editorial director Mike Soutar, hired the agency without a pitch. The agency has been briefed to launch a campaign that will initially run throughout November across several hundred sites in central London, all in close proximity to tube stations, shops and music venues.

Creative across the outdoor sites will change on a weekly basis to coincide with each new issue of the magazine. The push is aimed at affluent men aged between 18 and 35 and is likely to be rolled out in other UK cities.

ShortList launched nationwide in September, with weekly distribution every Thursday in excess of 500,000 copies in major commuter cities including London, Birmingham, Leeds, Manchester, Glasgow and Edinburgh.

The magazine contains news, sport, travel, business, entertainment and style sections.