News & Opinion

The Guardian launches multi-faceted marketing campaign for new Guardian & Observer

Designed to connect to readers through multi-faceted direct outreach, the campaign positions The Guardian as a space for hope and big ideas. 

'Space for…' is designed to highlight The Guardian's brand intention as a meaningful global news organisation in today's world – as recently laid out by the Guardian's editor-in-chief Katharine Viner in her essay A mission for journalism in a time of crisis.

The Guardian says that in contrast to the prevailing negative news agenda, the campaign finds opportunity and follows the principle that people long to feel hopeful again. By acknowledging the current times, and understanding people's need for clarity, imagination and hope, the activity aims to promote The Guardian as a place for people to think, debate, discuss and act. It follows The Guardian and Observer's launch of a new tabloid format and digital redesign

The campaign's execution and delivery was primarily focused around street-level activity and direct interaction with readers all over the country – with particular attention on sampling, out of home activity and specific broadcaster VOD. This is in addition to the social, press ads, retail, cinema, CRM and display placements.

It launched on The Guardian's own channels on Thursday 11 January with a video tweeted by Katharine Viner, unveiling the new monochrome logo for the first time. The 30 second video is voiced by actor Maxine Peake, and forms part of a wider catalogue of creative assets.

As part of the street-level execution, Global Street Art has been commissioned to produce a mural on Euston Road, London, which is expected to be finished on Friday 19 January. The campaign also part funds a community project outside of London, providing paint and artists to paint spaces in deprived areas, estates or schools.

The Guardian worked with a number of agencies for the campaign, including:

  • Karmarama for campaign concepts, video and outdoor production
  • Oliver for display, press, social, retail and sampling. Also creative development and production of the rebrand
  • PhD for media planning and buying
  • MultAdaptor for brand guidelines
  • BPL for Retail and Sampling

Chief customer officer, Anna Bateson said: "We have created a bold, beautiful and optimistic marketing campaign to connect directly with readers, and reaffirm the important role the Guardian has in today's world. Space for… is rooted in our principles and highlights our unique position as a global news brand with meaning, imagination, authority and hope."

The new tabloid format for The Guardian launched on Monday 15 January, along with the new look for the digital editions. The Observer's first tabloid will launch on Sunday 21 January. Read more here

by Jessie Sampson 18/01/18

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