1 minute read
News UK
by 55 North
NEWSTRADE
The Times aims to reignite old habits with new campaign
The campaign communicates the positive experience of travelling while reading The Times
The Times is reigniting the habit of buying a newspaper for commuters by reminding them of the benefits of reading the paper between home and work.
The campaign’s central theme is ‘space to think’, which communicates the positive experience of travelling while reading The Times.
Sampling has been in place in 19 rail stations across the country in the title’s biggest retail campaign since the start of the pandemic. Brand ambassadors distributed a ‘mini Times’ – with articles, a crossword, recipe and vouchers – to commuters, encouraging them to sample the paper over a couple of weeks. Furthermore, The Times worked with WHSmith to develop impactful point of sale in more than 100 stores and digitally.
The Times Marketing Director, Louise Agran, said: “We all need space to think and this campaign is designed to remind commuters of the value of taking some time out to be informed. The campaign reinforces The Times’ agenda-setting journalism, thought-leading columnists and expert analysis in the minds of commuters and aims to encourage lapsed and new customers to try our newspaper on their journeys to and from work.”
News UK Retail Director, Neil Spencer, said: “Any promotion reinforcing the print habit is good for retailers and is designed to drive loyalty to print. This campaign has set out to remind commuters of the value of time spent with a quality newspaper and has successfully driven thousands of redemptions, driving commuters back to the category into habits we hope will last all year long.”
