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News of the World launches ad campaign ahead of paywall

The ads will focus on NoW's reputation for breaking exclusives, such as John Terry's affair.

News of the World (NoW) is to launch a new multimillion-pound ad campaign, "The Big Stories Start Here", focusing on its abilities to break big news stories, ahead of its introduction of an online paywall.

The campaign opened on Monday with outdoor advertising, and multiple TV ads will follow later this week.

The ads aim at highlighting the newspaper's reputation for breaking exclusives. It will use its exclusive stories such as John Terry's alleged affair and Sarah Ferguson's alleged "cash for access" story, to remind readers of the value of the newspaper's content, before beginning to charge for its online content.

News International's ad agency, WCRS, has created three TV ads as part of the campaign. While two of them refer to the Sarah Ferguson and John Terry issues, the third one is about an upcoming exclusive.