The paper is set to rival Associated Newspapers' The Evening Standard, which has already responded by launching its own afternoon freesheet, London Lite - promoted in turn by the company's retained agency, Brown Lloyd James (BLJ).
Thelondonpaper launches on Monday (4 Sep) while London Lite hit the streets this week.
Frank co-founder Graham Goodkind said: ‘With so much media space owned by competitor publishers we need to go heavy on the guerrilla and experiential activities because less [mainstream] space is available [for promotional work].'
Sneeze, which is run by former Revolver Communications head of guerrilla marketing Damon Statt, plans to deploy actors to play out scenes involving thelondonpaper brand. Statt quit Revolver last year.
BLJ would not detail its planned activity.