The Wall Street Journal today launched “Make Time,” its new global brand campaign, which features what the paper described as “ambitious, successful and intellectually curious readers who make time to read the Journal.” It’s said to be the Journal's first global campaign in a decade.
Created with WPP-backed The&Partnership agency, the campaign is set to run through June 30, 2015 and kicks off with designer Tory Burch, Bill McDermott, CEO of SAP, and musician and entrepreneur will.i.am. It is designed to highlight the benefits of making time to read the paper as busy people like Burch, McDermott and will.i.am do.
The campaign will roll out on digital, print and social channels before launching via television and out-of-home advertising. Elements include broadcast TV and print advertising in the U.S., APAC and EMEA; 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; video on Jet Blue and United Airlines in-flight broadcasts. There will be additional direct marketing in key U.S., EMEA and APAC locations.
According to the paper, Burch, McDermott, and will.i.am represent “the wide-ranging successes and interests of subscribers who reap the benefits of reading the Journal despite increasing demands on their time.”
Later the campaign will add Mike McCue, co-founder and CEO of Flipboard and Zhang Xin, Co-Founder and CEO of Chinese real estate developer 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.”
The Journal signed on as a client of The&Partnership last year.