UK quality Sunday newspaper, The Observer, is relaunching with a new look this weekend. The broadsheet is converting to the semi-tabloid Berliner format of its daily stablemate, The Guardian, which underwent its own transformation last September.

Owner Guardian Media Group is hoping the relaunch will boost sagging sales. However, the daily's venture, which resulted in an initial rush of enthusiasm and soaring circulation, has seen little sustained lift. Its September circulation leapt 18.29% from August to 404,187. But the November figure fell back to 401,029.

The Observer's makeover is supported by a national cinema and TV advertising campaign, plus radio, press and online activity, designed by Mother and Guardian Creative with media buying and planning by PHD.

The redesign of the paper includes a full-colour main news section, a news features section and a comprehensive Sunday business and personal finance section.

The Observer Magazine has also been redesigned alongside a separate half-Berliner TV listings guide.

Data sourced from Brand Republic (UK); additional content by WARC staff