The publisher’s biggest retail campaign since the start of the pandemic sent ambassadors to reignite the habit of reading a newspaper between home and work
With the central theme of the campaign being called ‘space to think’, The Times wanted to remind commuters how immersive and positive the experience of travelling while reading The Times can be.
Ambassadors met rail passengers at 19 stations nationwide, distributing a ‘mini Times’ (complete with articles, a crossword, a recipe and vouchers) and inviting them to sample the newspaper over a couple of weeks.
As well as sampling activation, The Times worked with WHSmith to develop impactful point of sale in more than 100 stores, both in-store and digitally.
News UK’s retail director, Neil Spencer said: “Any promotion reinforcing the print habit is good for retailers and is designed to drive loyalty to print.
“This campaign has set out to remind commuters of the value of time spent with a quality newspaper and has successfully driven thousands of redemptions, driving commuters back to the category into habits we hope will last all year long.”