Readership of The Economist is a select club. The client wanted to widen that club by telling potential readers that they were more of an Economist reader than they thought. The perceived negatives, such as dullness, being UK-centric and focusing purely on economics, had to be tackled. We produced a campaign that built on the tonality of the famous red and white campaign but made the ads more accessible. We used the skills of leading illustrators and copy that extolled the as yet unrealised virtues of The Economist to the target market. We also used more personal media than the usual 48 sheets – full page press ads in quality newspapers and cross tracks in London Underground stations.
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