Be London's Headline.
Be
Be
London's
London's
Headline
Headline
Influence and Impact.
The Evening Standard is essential to London, sitting right as the heart of the issues that matter to Londoners.
Value of the London Commuter
Value of the London Commuter
Weekly spend for UK commuters is £89, increasing by 72% to £153 a week for commuters in London. They have plenty of disposable income and spend big via mobile whilst on the move, on goods or services ranging from clothing to insurance.
Commuters think of work in the a.m
Commuters think of work in the a.m
and ‘self’ in the evening
and ‘self’ in the evening
The evening commute is when ‘self’ comes to the forefront – evening commuters actually feel 80% more positive than morning commuters!
24% of Evening Standard readers regularly shop online during their evening commute.
24% of Evening Standard readers regularly shop online during their evening commute.
16% of our readers buy cinema tickets on the way home
16% of our readers buy cinema tickets on the way home
3x more likely to think about clothes shopping
3x more likely to think about clothes shopping
Evening Standard readers spend £2.2 billion p.a. on groceries on the way home
Evening Standard readers spend £2.2 billion p.a. on groceries on the way home
Get noticed. Get acted on. Drive response.
So how can you disrupt the evening commute to get noticed, get acted on and drive response from this group?
It's time to Be London's Headline
So how can you do that?
So how can you do that?
One of the biggest creative opportunities is of course cover wraps – here is our very own, which you can see on bespoke editions of the paper as well as on The Drum’s Cannes issue!
WHO SEES A COVER WRAP
We all know that cover wraps provide a power beyond just a PamCo readership figure. The main part of this being OOH element – the number of people who see and note the campaign, whether they read The Evening Standard or not.
What we’ve found in our recent research is these non reading commuters can double your cover wrap reach
This can then be extended further with a homepage takeover of Standard.co.uk, plus branded vendors across the city
Evening Standard Circulation
Evening Standard Circulation
852k Copies
852k Copies
Evening Standard
Evening Standard
Readers
Readers
1.2m
1.2m
Non-Reading
Non-Reading
Commuters
Commuters
Can Double
Can Double
Your reach
Your reach
Broadcast further
Broadcast further
1.3m daily
1.3m daily
by a HPTO
by a HPTO
Disrupt for high impact.
Cover wraps are capable of creating instant impact.
Get inspired with some examples of how brands have used the Evening Standard to reach 2.4 million London commuters.
Valspar
Valspar
Topical advertising
Topical advertising
You may remember our Be London’s Headline Wrap Battle competition, which ran earlier this year. This challenged the industry to get creative with cover wraps and we had a huge amount of engagement – nearly 60 entries from more than 30 agencies!
The winning cover wrap was from Valspar, designed by creative agency FCB Inferno.
This entry really stood out for the judges, brilliantly meeting the brief with a strong media argument, clear brand recognition and brilliant creative.
2.2 million commuters saw the cover wrap on the 3rd September - the day parliament returned from the summer break.
driving
driving
results
results
2.1M commuters noticed this Channel 4 cover wrap. 24% of people who saw the cover wrap were reminded to watch 'The Virtues' that evening and 32% higher share of viewing amongst Evening Standard readers.
Turn heads with
Turn heads with
an ES Magazine
an ES Magazine
cover wrap
cover wrap
The power of wraps is not just limited to the Newspaper.
Here is a recent ES Magazine case study of a Gucci cover wrap which hit the streets back in May 2019, which was seen by a staggering 2.2m London commuters.
The cover wrap encouraged more than 1 in 3 to consider purchasing a Gucci fragrance
Half of commuters who saw the cover wrap confirmed Gucci Memoire D'une Odeaur is a fragrance for both men & women of all ages
1 in 5 were tempted to try the new Gucci fragrance in store