The Wall Street Journal has launched a new global brand campaign called “Make Time” featuring music producer and entrepreneur will.i.am.
The campaign will run through to 30 June and, on top of will.i.am, will feature businesswoman, designer and philanthropist Tory Burch, and SAP chief executive Bill McDermott.
Created with The&Partnership agency, the campaign will aim to target “ambitious, successful and intellectually curious readers” who “make time to read the Journal”, according to a company statement.
The campaign will roll out on digital, print and social channels along with broadcast TV and print advertising in the US, APAC and EMEA regions.
It will include digital video and banner displays across ad networks; digital signage in New York City subway stations and British Airways business lounges at London’s Heathrow Airport and London City Airport; billboards in Marunouchi and Maru-Vision, Tokyo, and video on Jet Blue and United Airlines in-flight broadcasts.
Additional Journal readers will be joining the “Make Time” campaign during its run, including Mike McCue, co-founder and chief executive Flipboard, and Zhang Xin, co-founder and chief executive officer of SOHO China.
“This campaign highlights the value of making time to read the Journal, no matter how busy people are,” said Suzi Watford, chief marketing officer, Dow Jones.
“It also confirms that subscribing to the Journal puts you in a community with other ambitious people who prioritize being at the top of their game. Our subscribers are in very good company,” added Watford.
“We know how valuable Journal readers’ time is, which is why we are dedicated to surpassing their expectations every day through our peerless journalism – in print and digital, and in newsletters,” said Gerard Baker, editor-in-chief of The Wall Street Journal.
“Whether it is our real-time business, financial and economic coverage, our expert reporting on technology, our broad coverage of global politics and policy, our unrivalled sports, culture, fashion, arts and entertainment reporting, we continue to extend the reach of our journalism while striving to shed light on the issues that matter most,” he added.
“The world’s busiest and most ambitious people, who have the least time to spare, still make time to read the Journal,” said Isaac Silverglate, Executive Creative Director at The&Partnership. “For us, highlighting this truth was the most compelling way to show the Journal’s true value.”
“The ‘Make Time’ campaign is the culmination of a business partnership that runs deep in both of our organizations,” said Victoria Davies, managing partner at The&Partnership.
“We know that where people get their news has never been more important, and this campaign highlights the benefits of making time for the Journal.”
https://www.youtube.com/watch?v=0X-l5PqUplY
