IHT to launch new ad campaign next month

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."

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