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Giant Yorkshire terrier to spearhead papers’ advertising drive

A 3m-tall Yorkshire terrier has hit the streets of London as part of a joint advertising campaign by 21 regional dailies.

“The National”, a combined sales initiative involving a number of regional publishers, has launched its #Expectbigthings campaign featuring “Tiny” the dog.

As part of the drive, the dog will pop-up around London’s advertising agencies in a bid to dispel common misconceptions surrounding advertising in the regional press.

The multimedia campaign started on 1 June and will run for four weeks.

Tiny dog

The National was set up in 2012 and is a collaboration between Local World, Trinity Mirror, Johnston Press, the Midland News Association and the London Evening Standard, involving their top daily newspapers.

Titles involved include the Wolverhampton-based Express & Star, Yorkshire Evening Post, Birmingham Mail, Hull Daily Mail, Manchester Evening News and Nottingham Post.

Newspapers involved in the advertising platform have a combined circulation of around 1.5m.

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