Wednesday, March 22, sees the launch of the first daily, national newspaper for twenty years: The Sportsman. As the title suggests the paper is targeted directly at those who start their newspaper reading from the back page and for all those who like to bet.
Sport is now represented with multiple channels on TV and similarly on radio too but, unlike in Europe, has no dedicated newspaper for the sports and betting fan. In the last 5 years betting turnover has risen from £6bn to £40bn and has seen sports outside of racing account for 60% of bets struck. The Sportsman aims to fill this gap in the market.
Appointed in October 2005, VCCP has developed a launch campaign alongside The Sportsman’s Marketing Director, Mark Dixon.
The campaign will be a mixture of Sky Sports, At The Races and Setanta Sports TV sponsorship, national press and ambient activity at major sporting events.
The TV features a bookie at pains to avoid taking bets from any reader of The Sportsman.
The national press counts down to the launch day and includes a line reading: ‘A paper to read front to back for people who read the paper back to front’.
All launch activity carries the end line ‘The Sportsman knows’.
The campaign budget is £2m and breaks mid-March. It was written and art directed by Shaun McIlrath and Andy Taylor at VCCP.
Mark Dixon said: “VCCP has created a campaign that reflects our embryonic brand and one that will resonate with our target audience and launch what is a fantastic editorial product.”
Adrian Coleman, Founding Partner of VCCP, said: “Once again a significant client has come to VCCP – we’re confident we’ll have the same success with this launch as we had with O2 and ING Direct.”
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For more information contact Adrian Coleman at VCCP on 020 7592 9331 or go to www.vccp.com
