'The Daily,' the flagship audio show for the New York Times, is getting its first promotional campaign as the show continues to grow. The campaign will feature out of home (OOH) and broadcast ads.
The OOH campaign will roll out Sunday, July 15, and will span three US cities. In Los Angeles, the campaign will feature highway billboards and a wallscape domination. In Portland, Oregon, a light rail wraparound will be highlighted, and Chicago will see a complete takeover of the Ogilvie Transportation Center.
'The Daily' has five million monthly unique listeners and now airs on more than 30 radio stations across the country, including five of the top 10 public radio stations nationwide, distributed by American Public Media. The show became the most-downloaded new show in 2017 on Apple Podcasts.
In the coming weeks, 15- and 30-second spots featuring the voice of 'The Daily' host Michael Barbaro will come to television, Hulu and YouTube, as well as terrestrial and streaming radio, including Spotify and Acast. The campaign will run through the first week of September.
According to the Times, the objective of the campaign’s central message, ‘This moment deserves to be understood,’ builds on the goal set forth when ‘The Daily’ launched in February 2017 to tell stories more deeply – and to incorporate a new kind of transparency into the way those stories are told.
David Rubin, senior vice president of audience and brand at The New York Times, said: “‘The Daily’ has become so popular and beloved by its listeners because it provides an understanding of the news that they can’t get the same way elsewhere. Host Michael Barbaro and the show’s producers work tirelessly to provide a thoughtful and human look inside the important stories of the day. The richness of their report hooks listeners instantly and draws them to tune-in every day. And, ‘The Daily’ is a great example of what makes The New York Times journalism special, unique, and worth paying for. Our marketing campaign aims to capture the uniqueness of that reporting and to introduce ‘The Daily’ to even more people who are looking to make sense of all that’s going on in the world right now.”
See examples of the out of home campaign by clicking on the Creative Works box below.