Rupert Murdoch's UK-based publishing group News International embarked on a multi-million pound advertising campaign beginning yesterday for its national Sunday tabloid paper News of The World (NOTW), MediaGuardian reported. The initiative, which touts the title's reputation for exclusive content, is being launched across outdoor and television platforms before a digital paywall is raised next month.

The TV ad, made by WCRS agency, includes the slogan "The Big Stories Start Here" and will strive to convince users that NOTW produces quality material. According to Brand Republic, the three-week long campaign will include some of the tabloid's biggest scoops, such as football team Chelsea's player John Terry's affair and Duchess of York Sarah Ferguson paying for access to her ex-husband Prince Andrew.

The paywall will incorporate a £1.99 (US$3.15) charge for a four-week subscription to online content, according to MediaGuardian. Users will have to pay £1 ($1.58) for a day's access while the iPad edition will cost £1.19 ($1.89) per week.

World-wide media and marketing company Mindshare was in charge of media handling and buying for the campaign, Brand Republic added.