The International Herald Tribune has released details of its new
advertising campaign, which will be appearing in Asia from April and has
appeared in Europe since February.
The new work, developed by Bagshawe Leahy Creative Communications, will
run as outdoor, press and point of sale in key Asian markets as well as
in selected pan regional titles.
"The new branding device delivers, in one word, the dream combination in
visual communication: headline, brand name, and call to action", said
IHT creative and communications manager Piers Warburton.
The new IHT work builds on what is widely regarded as the highly
successful branding work developed by the IHT's previous agency, Willox
Ambler Rodford Law (WARL).
The use of yellow and the strapline "The World's Daily Newspaper" is
retained.
"The values, content and relevance of the IHT are intrinsically modern
and quite unique in international publishing," said IHT acting managing
director for Asia-Pacific Randy Weddle.
"We wanted to bring that story to a new audience using a fresh visual
language. Demographically speaking, our readers are quite similar to
those of the other international quality newspapers.
"What makes them different, however, is the way they think and this
directly affects the business and personal decisions they make.
"Our new advertising captures this distinction in exactly the way that
the content of our paper does."
