The Irish Times has moved to reinforce its position as Ireland’s most trusted publisher – according to the 2016 Reptrak Survey – by launching a new campaign that focuses on the paper’s trust and values.
The campaign launches with a digital and mobile focus and it will include a strong call to action for digital subscriptions across the website, email, programmatic advertising and social media.The campaign will also include print and a window wrap on The Irish Times building, on Tara Street.
As part of a wider trade communications strategy, The Irish Times will also be making wide reaching efforts to educate, inform and reinforce with the industry the importance of advertising within trusted environments, on trusted platforms, and with trusted audiences.
The launch of the campaign took place earlier this week in Dublin’s Lighthouse Cinema and was attended by key advertising and marketing decision makers.
According to Laughlin Rigby, Head of Marketing at the Irish Times: “The new campaign is rooted in the principles of the Irish Times Trust and is a response to the growing disillusionment among the public with the unreliable sources of news surfacing across the web and on social media. The unique structure of The Irish Times really differentiates us from our competitor news organisations and the campaign subtly highlights our independent editorial structure which is free from commercial and other sectional interests. It also speaks to a core principle of the Trust that news shall be as accurate and as comprehensive as is practicable.”
Eimear Moran, The Irish Times Media Solutions Director says “In the current climate, traditional media could give a masterclass in adaption, differentiation & survival. If we consider our own digital traffic and understanding of our audience across the globe you will find we are one of the leading players in this space. We’ve become sophisticated in using analytics to get closer to our audience and have built loyalty with almost 60,000 subscribers, but through all of that the fundamental rule of delivering trusted engaging content has never wavered. It isn’t a term we just bandy about but rather one we sense check on a consistent basis albeit on behalf of the reader or you our advertiser.”
