The Irish Times Launch New Campaign Promoting Digital Offering
The Lowdown:
‘The Irish Times’ has launched a new advertising campaign to highlight the accessibility of its quality content across all digital platforms on irishtimes.com. The brand-response campaign comes in light of the increasing trend for readers to consume news content via mobile and online.
Developed by Owens DDB and PHD Media, the campaign portrays a number of journalists from ‘The Irish Times’ drafting articles. Narrating their copy as they type, we transition to the consumers who pick up the narrative whilst reading the final article on a digital device.
“The past year has been a momentous one for the Irish Times, where we have launched our new digital subscription service while also managing to increase our joint print and online readership by 10% according to JNRS, making the Irish Times the newspaper with the fastest growing readership in Ireland” said Laughlin Rigby, Head of Marketing for the Irish Times. He continued “The new campaign will help to re-enforce our position as the reader’s preferred choice for quality online content in Ireland.”
The campaign was directed by Gavin Kelly of Piranha Bar and features the journalists; Fintan O’Toole, Miriam Lord, Patrick Freyne and Suzanne Lynch (European Correspondent based in Brussels). The campaign’s premise of the immediacy of quality journalism is best summarised by the line: ‘Quality journalism is just a touch away. irishtimes.com’
It aired on April 8th and will be on air throughout the month of April across a range of terrestrial and digital stations. Digital display has also been employed through video billboards. Video On Demand, social video and a custom “wetransfer” page will also play a role in the media mix.
Credits:
Creative Director: Donal O’Dea
Creative Director: Adrian Cosgrove
Account Director: John Gildea
Account Manager: Sarah Joyce
Production: Piranha Bar
Post Production: Piranha Bar
Director: Gavin Kelly
Producer: Emily Brady
Sound Design: Kevin Breathnach
Music: Kevin Breathnach
Audio: Avondale Studios
