The Herald on Sunday campaign, “A Sunday mind is an open mind,” was aimed at media agencies in order to drive advertising sales. With the average reader spending at least an hour reading the Herald on Sunday, DraftFCB crafted a 34-page long letter containing over 13,000 words that would take an estimated hour to read.

Despite a cynical, time-poor audience, Herald on Sunday received 70 full-page ad bookings for the month of October – an increase of 29 full-page placements and a 79.5% increase on the previous October’s sales.