When a new proprietor bought the Evening Standard from The Mail Group, they inherited a hateful organ that was down on London and disliked by Londoners.
We decided to commit ‘marketing suicide’ by being the first brand to publicly apologise.
Our poster campaign may have only run on 12 sites, but it caught the imagination of the media. Coverage of our poster campaign garnered 5,300 editorial column inches in rival newspapers and over 2 hours of TV and radio airtime.
Thus paving the way for a re-launch TV commercial for London Evening Standard as a ‘free sheet’ with an optimistic, pro-London editorial stance.