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The Economist embarks on major campaign to widen readership

LONDON - The Economist is launching a long-term campaign across cinema, press and online aiming to attract a wider audience to the title.

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A cinema campaign will run nationally until the end of the year in cinemas including Odeon and Cineworld. The 70-second ad will be shown before films such as Public Enemy, starring Johnny Depp. It is the first cinema campaign the title has run since 2001.

The ad will also run in a one off spot during channel 4 news on 5 July. A more extensive TV strategy is still being finalised. Print ads will run in the autumn and be supported by an extensive online campaign.

The creative behind the ad aims to show how different thought processes can lead readers in new directions. It shows wire-jumper Florent Blondeau walking through Budapest on a series on red wires. The strapline reads ‘let your mind wander' and it was created by Abbott Mead Vickers BBDO with the planning and buying handled by PHD.

The Economist has an average weekly circulation of 186,995 copies in the UK. It is also published in full online.

 

This article was first published on marketingmagazine.co.uk

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