QualitySolicitors' advertising campaign will undoubtedly be a milestone for the legal profession, with an unprecedented action of 8,000 TV adverts being shown in May to promote QualitySolicitors' services. An introductory advert will be shown on Sunday 25th March, during the final of Dancing on Ice on ITV1, which is expected to be the most watched TV programme so far this year.

Chief executive Craig Holt advised that after May's 8000 adverts, the campaign will then go on a lull for a few months before more adverts will be circulated again, costing a total of £15m over 12 months.

QualitySolicitors, which was acquired by private equity firm Palamon Capital Partners last October, is also updating their other marketing techniques such as their website, which will include 300 video testimonials from clients.

Mr Holt said there are now approximately 150 firms with 350 branches in the network, and many more in the pipeline. QualitySolicitors aims to be in 1,000 locations by the end of 2012 and a new call centre is being prepared to handle the enquiries which are hoped to arise after this innovative advertising campaign.

As aforementioned in my previous blog, firms are having to devise different strategies in these changing times, and QualitySolicitors' marketing strategy is a perfect example of this. The traditional ways of the legal profession seem to be on their way out, at least to a certain extent.