The challenge was to deliver a relevant target audience and demonstrate how we could change their behaviour to reflect their individuality and identity. Our pitch exploited the key strengths of thelondonpaper: an affluent, style-conscious London audience, a full colour paper with lifestyle-led editorial, advertising flexibility combined with editorial support and most importantly a great 'big-idea' to integrate across our platforms and achieve the campaign objectives. Find out more...

Primarily to build brand awareness but also to achieve a direct response from readers via promotions, competitions etc.