The creative brief was to rethink a trusted newspaper in an era when the role of Sundays has shifted from catching up to planning ahead. A streamlined design with easier navigation between the sections and a higher story count on each page makes the paper work harder for busy readers, say the publishers.
The advertising campaign theme - “It all starts with The Sunday Times” - underlines the newspaper’s purpose to provide readers with quality journalism, information and ideas that prepare them for the week ahead, whether for work or play.
Building on the success of the recent ‘Know your times’ campaign, the new activity kicks off on 6 April and features a 60 second TV and cinema ad as well as a partnership with Classic FM.
Martin Ivens, Editor of The Sunday Times, said: “The Sunday Times is Britain’s best-selling quality newspaper and can be relied upon to challenge, entertain, inspire and inform. Our refreshed design aims to help readers navigate their busy lives by streamlining the sections they love and sign-posting the best of what we offer each Sunday, ensuring that we remain the go-to destination for news you can trust and use.”
Catherine Newman, Chief Marketing Officer for The Times and The Sunday Times, said: “Sundays are now a day of action rather than relaxation and we are now making decisions for the days, weeks and years ahead. The Sunday Times is uniquely positioned to help its readers make those decisions by providing them with actionable information and ideas. That is why our readers are a uniquely engaged and loyal audience who spend over 93 minutes with the paper. 'It all starts with The Sunday Times reflects' the evolving role of the brand in our readers’ lives.”
