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The British Red Cross has pulled in the support of actor Dougray Scott to launch a new campaign for Refugee Week.

As well as using the Brit actor, the charity is harnessing the power of social networking sites by calling out to for people to pledge their support to help refugees by collectively ‘changing their online status’ across their social networks, instant messenger and email accounts during Refugee Week, which is from 15^th-21^st June.



The charity said that refugees arriving in the UK are commonly labelled as a group, and not regarded as individuals.

In attempt to stress this issue, and get others to empathise with the feeling of loss of identity, the British Red Cross are asking citizens to sacrifice their online identities and change their status to ‘label’.

 The campaign idea was formulated by LBi and opens with a teaser film presented by Desperate Housewives star Dougray Scott.  

The viral film, which will be released on 26^th May, depicts the stories of refugees who have been helped by the British Red Cross.

 The viral will be available for viewing at www.lookbeyondthelabel.org and will run in conjunction with an email marketing campaign calling for everyone to alter their online status. 



The campaign can be located on Facebook, Twitter, MSN, Yahoo and Bebo, enabling users of these sites to get involved.

The British Red Cross will also be making history as the first charity to create an online movement to accrue support and fight prejudice via online profiles.  

 The campaign will be supported with a survey of public attitudes towards refugees, seeking to diminish negative beliefs around those who seek sanctuary in the UK. This will be targeted at newspapers, and Refugee Week events at Red Cross centres across the country.  

The trading update published by Trinity Mirror covering the 17 weeks up to April 26th showed a 4 per cent decline in circulation and a 13 per cent drop in digital revenue.

Trinity Mirror’s national division saw a 17 per cent drop, while its regional division, which includes the Liverpool Echo and the Birmingham Post was hit by a 36 per cent decline in advertising revenue. These figures point to an 18 per cent overall drop in revenue.

However, Trinity Mirror insists they are expecting to deliver a positive cash flow throughout 2009.

Rival, Johnstone Press have been forced to take action against the fallen ad sales removing all of its Republic of Ireland titles from the shelves. The title which included, the Limerick Leader and Leinster Press were originally up for sale, but bids were too low and so the publisher had to axe the publications.

Johnstone announced that with no money coming in from a sale, they were likely to breach a financial covenant with its lenders this year. The publisher is currently in talks to relax its covenants.

Shares at Johnstone press were reported to have dropped 25.8 per cent as of 9am this morning to 23p, while Trinity Mirror escaped with just a 3 per cent fall to 72.25p.

Currently, Johnstone’s net debt stood at £448 million at the end of April, down £29 million from the start of the year.

Johnstone warned that the fall in ad revenues of 34.4 per cent meant that operating profits for the year are most likely to be towards the lower end of the current market expectations. The publisher plans to make further writedowns of the value of its assets later this year.

Produced and developed by the Google Japan team, the ad was posted on YouTube back in January 2009 and has since clocked up to more than 2.2million views.

The new TV campaign will initially target the American market, screening on cable channels and networks that are members of the Google TV Ads system.

Described by Google as a “small experiment,” experts have added that the campaign is a low risk venture for the company, with creative already on hand and easy access to Google TV ads.

A statement released on the official Google blog, said,

“After releasing this video on the web, we got lots of positive feedback and thoughtful comments,” said the company. “We designed a Google TV Ads campaign which we hope will raise awareness of our browser … we’re excited to see how this test goes and what impact television might have on creating more awareness of Google Chrome.”

Google has previously featured in spots for other brands such as T-Mobile, but this will be the first time the company has appeared in a stand alone advert.

A marketing campaign for the Chrome web browser was launched last month by Google, where 11 videos were commissioned from small creative firms for around $10,000 each.

Initially the videos were posted and promoted on Google-owned YouTube, where they were seen by thousands, but have since been used on websites through ad buys.

The on-going campaign also featured an expanding advertisement which appeared on the front page of the New York Times’ website.

Google Chrome is a new browser that combines a minimal design with sophisticated technology to make the web faster, safer and easier.

According the NetApplications, Chrome has captured just 1.42 per cent of the browser market. That share places itself as ahead of Netscape, but behind Apple’s Safari (8.21 per cent), Mozilla’s Firefox (22.48 per cent) and Microsoft Explorer (66.1 per cent).

The re design, under newspaper editor Geordie Greig, who joined from Tatler in March 2009, is planned to attract new advertisers, by offering more partnership opportunities and greater flexibility.

The re-designed newspaper hit the shops today with a new masthead, new writers and a change in content after its ‘Sorry’ campaign aimed to give the publication a fresh start last week.

Greig hopes that the re-vamp will re connect with the capital and that readers will relate better to the content.

“London is the best city and we intend to celebrate it,” he said. “We want to reconnect with the greatest city in the world and we are prepared to fight for what is best for London and Londoners.”

Greig added, “We are going to be more upbeat, more representative and more positive. We firmly acknowledge that we could have served London better in the past and we aim to set this right as from today.”

The paper now features new sections such as trends, fashion and style, health, property, London life and film and arts.

New column writers, writer Sam Leith and stand-up comic Chris Addison have also been brought on board.

Friday’s edition will still include the free new-look ES Magazine.

The Evening Standard’s website has also been changed to improve usability, provide clear navigation and new content. The homepage showcases content from the newspaper and features a new masthead and colour palette. Blogs and Twitter feeds will post up-to-the-minute news and opinion.

The newspaper was recently criticised over its latest ad campaign, which saw ‘Sorry’ posters spread across the capital and newspaper in a bid to start afresh with the new look.

The three-week campaign saw the newspaper attempt to bury forever the critical and negative approach it became known for under former editor Veronica Wadley.

The paper was recently sold to Russian oligarch Alexander Lebedev for £1 in January by the Daily Mail and General Trust Publishing Group.

As it prepares to re-launch next week, the Evening Standard are in a worrying position following a fall in net circulation.

The latest ABC figures for April show a 6.11% drop in net circulation from March to 263,312.  The title is also down 1.01% for the six months from November to April, year-on-year. Of the circulation total about a third were given out as “bulks” in April.

However, the latest ABCs show the national tabloids dropping an accumulated 3.96% for the six months November to April 2009 year-on-year. News International’s The Sun fell below 3 million again after struggling back above commercially important figure in March.

The Standard which is now under the ownership of Russian oligarch Alexander Lebedev, will relaunch on Monday (May 11) under the title London Evening Standard. It will be backed by a huge promotion offering 650,000 copies of the 50p paper for free for the day.

The re-launch edition will follow on from a teaser advertising campaign saying “Sorry” to Londoners for the paper’s editorial stance under previous owner Daily Mail & General Trust.

Since Lebedev took control of the paper, it has seen a series of inventive pricing and distribution models.

In February, the Standard began to trial a tiered pricing system with copies offered free or heavily discounted in key locations late in the evening.

Additionally, it has introduced a strategy that includes offering the paper for 10p to late-night travellers at all mainline London stations.

Yesterday evening the Standard was being distributed for 10p outside the Lord’s cricket ground in north London, where England are playing a Test match against the West Indies.

DMGT’s afternoon freesheet London Lite and its News International rival the London Paper are handed out to homeward-bound travellers free until about 7.30pm.

As well as the latest ABC figures, it emerged yesterday that Lebedev has been forced to delay payment to 120 journalists on Russian newspaper Novaya Gazeta, in which he owns a 39% stake.

The setback has been attributed to cash-flow problems linked to the grounding of his budget German airline Blue Wings

The entertainment giant, Disney has acquired a stake in US online TV platform Hulu, the joint venture between NBC Universal and News Corp.

Today’s reports have revealed that Disney is taking almost a 30% stake in the platform, although financial details have not been disclosed.

This follows Hulu’s deal in March with Digital Rights Group, making it the first Britiah distributor to work with the service.

The deal will see Disney screen full-length episodes of its ABC TV programmes such as Lost, Desperate Housewives and Ugly Betty on Hulu.

President and CEO at the Walt Disney Comapny, Robert Iger, president will sit on Hulu’s board of directors, together with Kevin Mayer, executive VP, corporate strategy, business development & technology and Anne Sweeney, co-chair of Disney Media Networks and president, Disney/ABC Television Group.

Iger said, “From our landmark iTunes deal to our pioneering decision to stream ad supported shows on our ABC.com player, Disney has sought to meet the constantly evolving viewing habits of our consumers, and today’s Hulu announcement is the next important step in that ongoing journey.”

Jason Kilar, CEO of Hulu, said, “We continue to aspire to deliver a service that users, advertisers and content owners unabashedly love.”

The Hulu-Disney agreement may have worrying consequences for it’s biggest rivals, YouTube and CBS, who are both involved in a battle with Hulu over online video viewers and revenue from adverts run during the programs.

Industry experts are also predicting that the deal could lumber Apple with some unwanted implications, as their stratergy for selling and renting video content online will be marred by Hulu’s  growing popularity.

However, recent figures show that there is no need for YouTube to start sweating yet.

Despite the site’s flux in popularity, its average time-spent-per-viewer has declined. The site recorded 58 minutes per viewer in March, down from 79 in January, whereas YouTube viewers spent an average of almost two-and-a-half hours on the site in March.

The Travelodge will launch a new price check campaign to position itself as the cheapest hotel chain against other hotel chain rivals.

The campaign focuses on savings customers can make if they book a room at least seven days in advance of their stay.

The campaign, organised and ran by the Travelodge’s agency, DCH is currently being run across national press titles including, The Times, The Guardian, The Telegraph and The Sun and as online banners.

The basis of the campaign uses a Union Jack pillow-case as an emblem, highlighting the ‘Travelodge Price Check’ printed across the flag and featuring the strapline ‘we price check our competitors so you don’t have to.’

One of the ads from the campaign features room rates for leading rivals, Premier Inn, Express for Holiday Inn and Hilton Hotels, comparing them to room rates at Travelodge at £38 per night when customers book at least seven days in advance.

Travelodge teamed up with an independent price monitoring company to check more than 1,300 hotel rates every day.

The chain is currently making lots of price cuts this year, with the aim of selling 2.5 million rooms at less than £30.

This is the second campaign led by DCH who took over the marketing of Travelodge in 2006 with the successful ‘Hotel Revolution Campaign’ to promote the relaunch of the hotel chain.

Travelodge’s managing director Guy Parsons said that the hotel chain had worked hard on reshaping the brand to enable them to steal share with a competitive price offer.

Travelodge UK managing director Guy Parsons said: “Consumers are now in a daily battle to manage their finances and maintain their lifestyle. 

“We are all now being uncompromising on value and rightly so.  This new approach will ensure that Travelodge is the undisputed leader on price and customers will feel that with us, they have secured the best possible deal.”

 He added, “It cannot be right that mid market hotels such as Hilton and Marriott can charge up to £70 more for the same location on the same night. 

 “Our price checking shows that even fellow budget operator; Premier Inn is charging up to £20 more a night for the same night’s sleep.

 “Offering shower caps, trousers presses and fluffy bedspreads does not justify hiking prices beyond consumers’ reach. Customers must be able to access maximum value when they stay away in this country.”

The campaign is currently running alongside Premier Inn’s press ads promoting itself as winner of the most improved hotel brand in the BDRC British Hotel Survey.

The drastic changes are due to go ahead at the end of April, with the new online edition making its debut on May 1st.

The new print edition will be delivered on a Friday and will contain feature-driven content, retaining the most popular elements in PRWeek’s currently weekly print. The new online format will contain additional features such as videos, blogs, and constantly updated information.

The new monthly edition is expected to feature more editorial content, deeper analysis, as well as more interviews and features with the top professionals within the PR industry. The first edition is due out at some point in June.

The print edition will still feature popular specials, surveys and supplements.

Julia Hood, publishing director at PRWeek, said, “Our monthly content will look so much deeper into the trends and issues that are facing the industry.

“The new magazine will be in the standard-magazine size format, and has been completely redesigned, offering an exciting new look that reflects a special approach to our coverage.”

May 1st will also see PRWeek US relaunch their daily newsletter to be called PRWeek Breakfast Briefing, which will break highlighting news and commentary.

March has seen www.prweekus.com hit a record month, with the highest number of page views and visitors in its history.

Starting April 27th, all information on PRWeek US will be for the use of subscribers only.

Hood said, “We believe strongly that the new editorial package will offer readers the very best balance of our current coverage, with a whole new level of insight and depth that a weekly print format could not enable us.”

The new subscriber package will consist of the monthly print magazine, full access to www.prweekus.com daily PRWeek Breakfast Briefing, weekly digital edition, and annual PRWeek Contact Directory.

The new video channel will host Endemol’s digital series, ‘The Gap Year,’ which was produced and featured on social networking site, Bebo.

‘The Gap Year’ is a multiplatform digital series which follows six students around the world on their glob-trotting travel adventures. The series see the six travellers face challenges, experience new cultures and meet local celebrities.

The first series will be broadcast on The Independent’s online student section, despite already being documented on Bebo’s social networking site via video diaries, blogs and photographs.

Complimentary sponsors of the online video site will be organised by The Web TV Enterprise. Through the sponsor, advertisers will receive in-paper promotional branding, on-site exposure, and pre-roll ads around the content.

Bill Swanson, Managing Director of Independent.co.uk, said, “It is key that Independent.co.uk continues to seek content that is relevant to its audiences.

“The brand fit is fantastic, while the content will provide a regular destination for our users.”

The series is due to run from June to August 2009, in the build up to the university clearing process in 2009; the busiest time for the Independent.co.uk student section.

Promotion of the series will be ran through the newspaper, website, allowing the content to be used as a travel guide.

Endemol specifically created and developed the series ‘The Gap Year’ for Bebo to offer a fully interactive online video entertainment experience. The contestants for the series were carefully selected from the Bebo community, from all around the world, including, UK, Ireland, America, Canada, Australia and New Zealand. On a weekly basis, viewers are able to vote on decisions about the group’s journey.

Peter Cowley, Managing Director of Digital Media at Endemol, said, “We are delighted that The Independent will be carrying the first series of ‘The Gap Year.’

“We are very proud of the success the show garnered on Bebo and the extensive catalogue of travel content it created that deserves a wider audience.”

James Estrin, MD of The Web TV Enterprise, said, “The Web TV Enterprise has brought ‘The Gap Year’ to a whole new audience due to its partnership with The Independent.

“The Endemol series will complement existing online content on The Independent, which includes guidance and advice for students looking to find accommodation, research courses and plan a gap year.

“In my opinion, ‘The Gap Year’ is one of the best examples of how compelling short-form content works best on the web.