The Ireland edition of the Sunday Times and The Times has launched a new marketing campaign. The “Know your times” campaign aims to demonstrate how the Ireland edition of The Times and The Sunday Times ensures readers are “not just informed, but well-informed, about the fast changing world we live in via an in-depth and authoritative mix of Irish and international news, business, politics and sport as well as insightful opinion and analysis.”
Created by its in-house team Pulse Creative, with media buying by Mindshare Ireland, the campaign utilises the tagline ‘Every Opinion, Every Day’ and features iconic imagery and footage capturing key news events and newsmakers of the year such as Brexit and US Presidential candidates Donald Trump and Hillary Clinton.
The campaign is based on in-depth audience analysis by the behaviour change consultancy Verbalisation and has been designed to appeal to modern readers who need news on their terms across a diverse range of subjects. The campaign consists of a 30 second TV execution which is running run on RTE, TV3 and Sky; a 20 second radio spot which is running across RTE, Newstalk, Today FM and a variety of local stations; an extensive outdoor campaign, including 48 sheet billboards, light boxes and Metropoles as well as a digital outdoor campaign including Rail Dpods and Aerpods.
According to Richard Oakley, editor of The Irish edition: “this new advertising campaign clearly demonstrates that The Ireland Edition of The Times and The Sunday Times ‘cut through the noise’ to make sense of the news. We want readers to know that by choosing our brand, they will be well-informed on the top stories by a team of credible and talented journalists both at home and all over the world.This campaign highlights that we deliver a well-balanced perspective on local and international stories as well as offering a range of diverse and thought provoking views and opinions from top columnists such as Anne Marie Hourihane; Lise Hand; economics analyst Cormac Lucey; Colm Tobin, the well-known satirical commentator and Jason O’Mahony.
“The Ireland Edition of the Times launched online 12 months ago and was the first of its kind in the marketplace. We’re delighted that this publication now sits alongside The Sunday Times as the title of choice for those who want context, background and meaning.”
Accessible via tablet app, smartphone app or on www.thetimes.ie, The Ireland Edition of The Times is available from Monday to Saturday while on Sunday, subscribers can obtain access to the digital edition of The Sunday Times or purchase the print edition of the publication.