• by Ray Schultz , Yesterday

The Guardian has launched its first major U.S. marketing campaign  

The effort will feature a new tagline: “The whole picture.”

The campaign will be presented in Outfront’s MTA subway advertising network, on platforms and key stations, and on digital billboards within the Moynihan Train Hall at Penn Station.  

Also featured will be paid audio ads on the Vox Media Podcast Network’s biggest program, including host reads on Pivot, Where Should We Begin? with Esther Perel , and Today, Explained.

In addition, the creative will be seen across the Guardian’s own channels. 

“Over time, we’ve grown our US audience to more than 40 million, including hundreds of thousands of paying supporters who value our independent, global perspective,” says Katharine Viner, editor in chief, Guardian News & Media, in a statement.

Viner adds: “Now, with so many U.S. outlets under pressure and others choosing to compromise their editorial independence, we see it as the perfect time to reintroduce ourselves to an American audience, grow our footprint in New York and D.C., expand offerings in sports, culture, and how to live a good life, and launch our first-ever U.S. podcasts.”