The Times is launching a new digital out of home campaign targeting London commuters with a preview of the next day’s headline stories. The campaign starts on Friday, July 27 to coincide with the London 2012 Opening Ceremony.
Produced by Grand Visual, the campaign will showcase the paper’s Olympic covers and iconic photography alongside the message of ‘The Times, The Paper of Records’. Each evening when the paper has been laid out, the front page will be pulled into Grand Visual’s OpenLoop platform and then published at 11pm on screens across the capital.
The campaign was planned and booked by Mindshare and Kinetic and will run at busy London train stations on JCDecaux Transvision screens and D6s and is also being shown on CBS Outdoor XTP screens on London Underground station platforms.
Suzi Watford, Marketing Director, The Times and The Sunday Times, said: “This campaign is an exciting and innovative way to showcase our front pages, encouraging people to buy the next day’s newspaper. The Times will not only provide the most definitive coverage but, as the paper of record, each issue will be a fantastic souvenir of the Games for people to treasure forever.”
Tim Last, Digital Producer at Grand Visual said: “Our brief was to showcase the paper in a clear and simple fashion that engaged the travelling audience but allowed the brand to speak for itself. This execution maximises digital outdoors key attributes – its ability to react in real-time with relevant copy to a broadcast audience.”