We conceived bespoke creative for every new colour site within the paper, monopolising every page with full page ads, consecutive page strips and the back cover. Our message demonstrated the impact and importance of communicating with colour. In conjunction with La Repubblica, we developed tailored editorial comment which pre-empted the event and discussed the benefits of colour technology, rotating creative to enhance reach and frequency in the days after the change.

Xerox established a strong business relationship with Italy’s No1 daily, receiving huge amounts of free editorial coverage, increased colour lead generation by 15% during the campaign period and created an indelible association with colour in the business community.