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September 17, 2006
The New York Times Launches Brand Campaign
Campaign Created In-House with Emphasis on the Depth of NYT Journalism.
THESE TIMES DEMAND THE TIMES.
The New York Times has announced its new branding campaign, "These Times Demand The Times", focusing on the high-quality journalism produced by the Times reporters in print and online.
The campaign will launch to coincide with the new fall television season. A 30- and 60- second TV commercial will illustrate, in reverse, the unfolding story of how news is reported, beginning with the finished paper in the reader's hands and working backwards to the reporter on the ground. The spots can be viewed at TheseTimesDemandTheTimes.com, a microsite specially created for the campaign. Other ads will highlight the path of several reporters, editors and columnists with vignettes of their personal stories and how they work as journalists. A special 24-page insert in the paper as well as radio, video and banners online, and targeted marketing on Yahoo! will also convey the message.
The campaign launch includes high-profile TV spots that are planned to air during the "Today Show," "Good Morning America," "20/20" and "Nightline," and during season premieres of "Lost," "The Office," "Boston Legal," "Grey's Anatomy," and "Law and Order." Sixty-second radio spots will air on local radio. There will be online banners posted at NYTimes.com, IHT.com and About.com, and extensive positioning in the trades including a four-page consecutive insertion in AdAge.
"In these incredibly exciting, technologically fast-paced times, consumers and advertisers more than ever are searching for a trusted brand that reports the news with authority, accuracy and clarity," said Alyse Myers, senior vice president and chief marketing officer, The New York Times Media Group. "Our new campaign speaks directly to these issues: these times absolutely demand The Times."
Edited & Posted by the Editor | 2:08 PM | Link to this Post
