EE dominates newspaper pages today and every digital outdoor site in the UK, as part of its £100 million 4G launch campaign.

The mobile operator, which recently re-branded from Everything Everywhere, has placed advertisements in many of today's national and regional newspapers.

The ads, which include double-page spreads, feature EE's new branding and promote its new next generation mobile broadband network, which launched yesterday.

The ads, which were created by Saatchi & Saatchi, feature the strapline: "The new network for your digital life." MEC bought the media for the campaign. This is the first above the line iteration of EE's new campaign. Previously, EE was promoting the service through digital, social media and PR activity.

EE's campaign follows Vodafone's rival newspaper ads, with cover wraps last week reading: "After being voted the best, there's only one way to go...".

Ofcom approved EE's 4G bid in August, after the company requested to run high-speed 4G services over part of the radio spectrum it already uses. The regulator will start an auction process enabling other operators to bid for spectrum by the end of the year, which will see competitive 4G services launch in the first half of 2013.

The EE ads will also appear on every digital outdoor site in the UK.