Telegraph squares up to News International with Olympic drive

The Telegraph: outdoor marketing campaign will promote its Olympics coverage
The Telegraph: outdoor marketing campaign will promote its Olympics coverage

The Daily and The Sunday Telegraph are squaring up to News International with an aggressive Olympic push, including a star-studded marketing campaign and a daily Olympic supplement of up to 48 pages.

With days to go before the start of the Olympics, national newspapers are gearing up for major promotional activity.

Telegraph Media Group (TMG) will run a "substantial" outdoor marketing campaign to support its coverage, featuring Olympic and Paralympic legends including Sir Steve Redgrave, Denise Lewis, James Cracknell, Steve Cram, Dame Tanni Grey-Thompson, Ed Moses and Haile Gebrselassie.

The newspaper group claims its Olympic push will be the "most comprehensive coverage of a single event in the history of the Telegraph", with a team of more than 200 staff working on a daily supplement.

However, competing newspapers groups also believe their Olympic coverage will outdo their rivals.

The disclosure of the Telegraph Media Group (TMG) plans – which also include vendors selling the title on the streets – comes after Marketing revealed that News International had snared deals with top Olympic sponsors, including Samsung, BT, McDonald's, Procter & Gamble and Adidas, as it attempts to position itself as the leading publisher of Olympics-related content.

TMG's daily Olympic supplement will be supported by an extra Olympic edition of the iPad app that will be published at 5pm every day to capture the day's action and focus on evening events.

Minute-by-minute coverage will be showcased on The Daily Telegraph website and supported by the paper's blogs and Twitter accounts.

The Daily Telegraph will kick off the push with a 60-page preview magazine this Saturday (21 July), which will feature a day-by-day guide to every event.

Rival The Sunday Times stole a march on The Daily Telegraph last Sunday by producing a similar supplement sponsored by P&G.

TMG will bring in a 100-strong team of street sellers that it expects to sell 50,000 copies at Olympic venues, fan sites and festivals.

Street sellers will also give away a restaurant guide, a guide to London during the Olympics, and free canvas bags.

A further 500,000 copies of the Telegraph are expected to be sold via retail activity at key Olympic travel points. 

Tony Gallagher, editor at The Daily Telegraph, said:  "The Telegraph was the first newspaper to support London 2012 at the bid stage and since then we have been preparing ourselves for the most important sporting event the UK has ever hosted."

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