AddThis SmartLayers

Major marketing campaign to mark magazine relaunch

Regional publisher Archant has rolled out a major advertising campaign to mark the relaunch of its London magazine titles under one umbrella brand.

Sixteen of the company’s magazines have been rebranded as The Resident and will include neighbourhood news, a going out guide, homes and interiors, education, fashion, health and beauty, food and drink and travel.

Archant London’s magazine division has now launched an advertising campaign with backlit billboards and telephone box posters in 14 areas around the capital city.

The ads all feature pictures of the new-look magazine in print, tablet and smartphone editions with the strapline “your magazine, your London”.

The billboard at London Victoria railway station

The campaign, which is hoped to reach thousands of people over the four-week period, was created by Archant London’s marketing team and Archant Dialogue.

Head of marketing and communication at Archant London, Steve Fenton, said:  “We have created a more colourful and energetic brand that better reflects our product, our readers and our aspirations.

“As an out-of-home broadcast medium there is nothing bolder and more impactful than an outdoor campaign, especially when carefully placed in selected areas that provide a direct link between our product, the readers and advertising clients.”

The change of name was announced last month as bosses decided it would help with advertising.

The established titles, including The Angel, Living North, The Grove and South West, have retained their local content, while adopting the Resident brand. The name was taken from the original The Resident title in Kensington and Chelsea, which celebrated its 20th anniversary earlier this year.