The new-look Birmingham Post will be launched next week with a major TV advertising campaign.

ITV will be carrying the ads in the Midlands along with a concerted press campaign to tell readers about the new-look paper – now 150-years-old.

The first commercials will be broadcast on Sunday with the new Post in shops from Monday.

In August it was announced that the morning title would be switching from broadsheet to tabloid – something it also did during the 1980s – and dropping its Saturday edition as part of a wider raft of changes at Trinity Mirror Midlands.

Other alterations to the Post include a new-look masthead – minus the word “the” – specific daily sections, a greater business focus at the front of the paper and smaller news stories on the front page.

During the build-up to the switchover, staff have been blogging about the redesign to keep readers up-to-speed and a Post group on business networking site LinkedIn was created.

Editor Marc Reeves also hosted a ‘live blogging’ from a reader focus group.

Digital displays will also be on show at Birmingham New Street Station and Birmingham International Airport.

Marc said: “The Post has always been the chosen paper for the region’s business community, while also aimed at the general reader.

“The incredible success of our website since its relaunch eight months ago showed we had a significant and growing audience for our business-focused news service, and we formulated a strategy that spread that success across all our platforms.

“We serve a lucrative and highly desirable niche – the wealth creators and policy makers of the West Midlands – and by developing the Post to serve their needs in a more dedicated way, we’re building a compelling brand for our customers.”

Steven Flynn, account director from marketing agency WARL which is spearheading the ad campaign, said: “It’s a fairly innovative change in the way they are presenting content.

“They are trying to capture a new and younger audience, in the 24 to 44 range, and up-and-coming business people.

“This is what the campaign is trying to get across. The Birmingham Post had become slightly conservative in the past.”

The Birmingham Post is also one of several Trinity Mirror local papers due to get companion mobile phone websites and birminghampost.net is also expected to undergo changes.