Know Your Times
Our latest campaign from The Times & The Sunday Times invites people to discover the wealth of stories and award-winning features offered with a digital subscription to the world-famous title.
The integrated campaign runs across TV, VOD, Radio, Cinema, Digital, Social and OOH, and was 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. 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’.
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. And the work used insights from our 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 prospective subscribers.