The News of the World is to launch a multimillion-pound ad campaign focusing on its record for exclusive stories, ahead of its introduction of an online paywall.

Breaking with outdoor advertising today and multiple TV ads later this week, News International's campaign aims to highlight exclusives such as John Terry's alleged affair and Sarah Ferguson caught apparently offering access to Prince Andrew for cash.

The ads, which use the strapline "The Big Stories Start Here", aim to remind readers of the value of the newspaper's content before it starts charging online users next month.

News International's ad agency, WCRS, has created three TV ads. "Horse Whisperer" refers to the Sarah Ferguson "cash for access" exclusive, while "Gotcha" focuses on revelations around John Terry's alleged affair.

A third TV ad, "Stakeout", features two policemen in a car and will be used tactically in the future by adding a voiceover about a new upcoming exclusive.

"No other news source in the world breaks stories like we do," said Barnaby Dawe, the marketing director of the Sun and News of the World. "This month alone, the News of the World has brought readers the inside story on the Pakistani cricket team and exclusive news of Ricky Hatton's cocaine shame."

Media planning and buying is by Mindshare. The first phase of the campaign will run for three weeks.

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