The integrated campaign, which is running from May 22nd to June 12th across TV, VOD, Radio, Cinema, Digital, Social and OOH is written to coincide with the easing of lockdown restrictions and the gradual reopening of society.
The brand is seeking to capitalise on a shift in the public’s mindset by showing the breadth of content The Times & The Sunday Times delivers; the campaign highlights the core strengths of news, politics and hard-hitting investigations, as well as topics such as sport, the environment, fashion, food, and design, say the publishers.
As part of the business’s focus on growing its digital subscriber base, the campaign invites the audience to ‘Get more of The Times and The Sunday Times for less than £1 a day with a digital subscription’.
Louise Agran, marketing director, The Times and The Sunday Times says: “It’s a perfect moment to show how relevant our content is to the public, whatever they are interested in, and highlight the value of a Times subscription.”
This is the latest work to launch under the brand’s established “Know Your Times” platform.
The creative work features inspiring, entertaining and provocative imagery that is representative of the publisher’s content. Variations of The Times’s logo are used to emphasise the breadth and depth of content – the word “Times” is repeatedly changed to a word representing a different topic area covered within the title.
The advert is set to Jake Bugg’s song All I Need.
The campaign used insights from media agency m/SIX’s Audience Planning team to inform both the creative execution and the media placement. Data analysis decided the topics that were most likely to appeal to prospective customers, as well as the channels to use to reach them, says News UK.
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