Bloomberg’s new-look “Bloomberg Businessweek” tasked WPP’s JWT with its global relaunch campaign. The knock-out idea: reminding folk that it’s… a business weekly…
This print ad is the opening gambit in a 12-week cross-platform European marketing campaign that began when the relaunched mag hit UK newsstands on Monday. The big relaunch slogan, set against some generic skyscrapers: “A business weekly that improves business weekly.” Awesome.
The mag’s retained PR agency in Britain says Bloomberg Businessweek is placing a series of these ads “across key UK and European media trade titles and national press, including The Guardian, Brand Republic and Campaign in the UK”.
The mag will also place online ads against the same titles’ websites and plans to use the sites’ email lists for marketing. The campaign also includes issuing sample magazines in the UK, France, Germany, Italy, Switzerland and Spain; and sticking ads on taxis in London and Frankfurt from May 4.
The campaign as a whole is running across Europe, U.S. and Asia and is designed to woo advertisers. The announcement says there are now “greater opportunities for advertisers” and the mag is also the lead sponsor for a book, Campaign Cannes Global Power Book, which delegates of the big Cannes Lions advertising fest will receive during the show in June.
Accordingly, Businessweek has published its own ad rate card on a microsite that’s being promo’d in the ads – $115,600 for a one-pager in the global edition.