Newspaper
- Metro -
Daily free newspaper with a circulation of 3.8 million nationwide and a London based figure of 777,396 (Metro advertising, 2012). The Metro’s target of “urbanites” defined as busy, 18-44 ABC1s who like to spend their hard earned cash going out (VCCP, 2011) perfectly matches our target.
Being a morning paper they can be constantly reminded of Wimpy every morning, inserting Wimpy into their evoked set for lunchtime options. During the first month of the launch we will take full page colored ads in the Metro. Then after we will continue exposure with quarter page colored ads for the remaining of the year.
- The Sun -
During the first years of the Wimpy re-launch our main priority is awareness and to establish the new concept of “your perfect burger”, therefore, The Sun was chosen because of its high circulation rate of 2,614,725 (ABC, 2012). We will take full page coloured ad in the day of the launch.
Thereafter, we will take quarter page colour ads for the first year after the launch.
Magazines
- FHM -
Monthly men’s magazine with a circulation of 140,716 (Press Gazette, 2012) targeted towards men aged 15-30,
which matches our target market. This magazine was chosen because it has the highest circulation in comparison with others men’s magazine (based on statistics from Feb 2012). We aim to reach the key influencers within the male market.
- Cosmopolitan -
The most popular women’s monthly magazine with a circulation of 377,580 (Press Gazette, 2012) targeted at
woman from 18-30. This magazine focuses on how to look “good” and appeal to the opposite sex. We will use
aspiring female models with their perfect burger combination in this magazine to illustrate that Wimpy has
healthy options that can appeal to this target.
- TV choice -
To reach the majority of the young population we have chosen TV choice with a circulation of 1,304,382 (Press Gazette, 2012). The ads in this magazine will be quarterly promotional ads rather than the corporate ads.
The target, as defined by HBauer publishing, is C1 C2 young mass market. This group is the trend follower rather than trend leaders
( Newspaper and Magazine)
OUT OF HOME
Bus and Bus Stops
An estimated 4.6 billion bus passengers in England daily, half of this number in London.
(Department of Transport, 2012) a high volume of commuters will be exposed to our advertising during both launch and pre-launch for continued brand awareness. Bus routes that have Wimpy branches near/on them will be chosen.
Billboards (digital 48 sheets)
For maximum exposure we have also chosen billboards around the city for the whole month of the pre-launch and the first quarter in the first two years of the Wimpy re-launch. Type of billboard chosen is digital 48 sheet with the size 2300 mm x 5300 mm.
Being a digital sheet means we can customize the message to match the time of the day and the area in which the sheet is located.
Bus and Bus Stops
Billboards
Underground (48 sheet poster)
One of London’s most popular public transport with over 1.1 billion users in 2010-2011 (Department for Transport, 2012) Wimpy will advertise using the 48 sheet size 6060mm x 3048mm for maximum visual impact in the underground. This is to be integrated with the advertising in Metro with the purpose of brand awareness and over time to insert Wimpy into the evoked set of consumers as their lunchtime option.
Underground
