The Times is to launch a new digital out-of-home campaign targeting London commuters with a preview of the next day’s headline stories.
Produced by Grand Visual, the campaigns launch on Friday 27 July coincides with the London 2012 Opening Ceremony, and will showcase the newspaper’s Olympic covers and photography alongside the message “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 recently launched OpenLoop platform and then published at 11pm on screens across the Capital.
Planned and booked by Mindshare and Kinetic, the campaign will run in London train stations of JCDecaux screens and D6s as well as being shown on CBS Outdoor XTP screens on London Underground platforms.
Suzi Watford, marketing director at The Times and The Sunday Times, said the campaign was an “exciting and innovative way to showcase our front pages” and would ultimately encourage people to buy the next day’s newspaper, adding: “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.”
Digital producer at Grand Visual, Tim Last, commented: “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.”