Magazine article Marketing

Marketing Society Awards for Excellence 2005: Brand Development

Magazine article Marketing

Marketing Society Awards for Excellence 2005: Brand Development

Article excerpt

WINNER Client: Times Newspapers Agency: Rainey Kelly Campbell Roalfe/Y&R  COMMENDED Client: Nestle Purina PetCare Agency: DDB London 

The Times' decision to adopt a compact format in November 2004 was fraught with risk. Grounded in the need to arrest a falling circulation as well as to lower operational costs, the move had the potential to damage one of the world's oldest broadsheets.

Since relaunch, full cover-price sales have overtaken the paper's immediate rivals while The Times can still claim to 'own' the commercially crucial ABC1 25-44 reader segment.

Its marketing strategy has been at the heart of the transition, driving the newspaper's continued year-on-year circulation growth.

The integrated programme ran across all three phases of the format's introduction, carefully targeting the relevant readership.

The first two phases targeted new (and light) Times readers with a confident and upbeat campaign that announced the new format. These ads were very different in tone from previous strategies.

As the move to 100% conversion approached, further activity sought to communicate the paper's new dynamism and reassure existing readers that this was a positive move. …

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