A regional daily has published its first ever cover wrap after securing a deal with a train operator.
Yesterday’s Yorkshire Post was contained within a four-page full colour wrap as part of an ad campaign for East Coast trains.
A second four-page glossy wrap will appear around Saturday’s Yorkshire Post Magazine which claims over 188,000 readers.
The initiative is part of East Coast’s ‘Feel At Home’ campaign to highlight its services and Advance fares.
Helen Oldham, managing director for Johnston Press Yorkshire, said: “We are thrilled to have secured this deal with East Coast which will see cover wraps around the Yorkshire Post and Yorkshire Post Magazine for the first time.
“A cover wrap is great way for companies to reach an audience with maximum exposure. The Yorkshire Post and East Coast could not be more complementary in terms of audience and we couldn’t have hoped for a better partner for our first cover wrap.”
Jeremy Clifford, eitor of the YP and Yorkshire Evening Post, added: “With the ever changing advertising environment, many of the national newspapers are now working closely with advertising partners to find new ways of promoting their brands.
“I am pleased that the Yorkshire Post is being involved with those brands in the same way.”