News International is to use the UK music industry's biggest night – the Brit Awards 2012– as a springboard for its multimillion campaign ahead of the launch of the Sun on Sunday.

The TV and press campaign is part of what is understood to be a £3m marketing push by News International to drive sales and establish the Sun's new Sunday edition which launches this weekend.

The Brit Awards, hosted by James Corden on ITV1 from 8pm on Tuesday, is likely to attract an audience of about 5 million viewers. Live acts due to perform on the show include Coldplay, Rihanna, Noel Gallagher and Blur.

The TV ad campaign, which has been created by a team from Sir Martin Sorrell's WPP, will run during the two-hour awards show and is expected to be rolled out to other channels later this week.

The press ads – which will feature a full-page strapline "four days 'til The Sun day" – will debut in Wednesday's edition of the Sun; it is not clear if News International has plans to try and run the ads in rival newspapers.

The ads run with the payoff line: "In Britain the Sun comes out every day."

Last year's Brit Awards, which featured performances from Adele and Take That, managed an audience of almost 5 million across ITV and ITV+1.

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