 The campaign was designed by McCann Erickson.Also in May 2009 the paper relaunched as the "London Evening Standard" with a new layout and masthead, marking the occasion by giving away 650,000 free copies on the day, and refreshed its sports coverage.After a long history of paid circulation, on 12 October 2009 the "Standard" became a free newspaper, with free circulation of 700,000, limited to central London.