The New York Times: Wordplay, every day

Date: Feb 2019
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Commuters in Seattle and Boston will soon notice something puzzling popping up around their cities: The Times’s first out-of-home marketing campaign for its iconic Crossword puzzle.

The campaign’s central message, 'Wordplay, every day,' encourages players to download the Crossword app and play the mini puzzle — a fun challenge that’s a constructive and intelligent use of downtime.

In Boston, the campaign is visible across screens and billboards in the T metro trains and station platforms, and on buses and bus shelters. In Seattle, the campaign can be seen on light rail trains and inside city buses. And come March, the company is planning a full station domination by taking over Westlake Station in the heart of the city.

The campaign will run though the end of March. As subscriptions continue to grow upwards of 400,000 for The New York Times Crossword, The Times remains focused on growing Crossword subscriptions and engaging even more players by introducing new puzzles and games.

The mini puzzle is played by 1.6 million players digitally each month, about a 50% increase over the past three years. Players can also find the mini puzzle on weekdays on page A3 in the print paper.

Celebrates Sound by Landor

Added 22 July 2019
Agency: Landor
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