The Guardian will aim to cement its relationship with European readers with ‘Hope has no Borders’, a multi-tiered marketing drive launched today with a takeover of departure screens at the Eurostar terminal in London St Pancras.
Conceived in partnership with in-house creative agency Oliver the campaign dovetails with a renewed commitment to continental affairs with editor-in-chief Katharine Viner confirming a new stream of in-depth interviews, features and films branded ‘This is Europe’, supported by a dedicated web presence on the Guardian’s front page.
These efforts will culminate with the relaunch of the weekly This is Europe newsletter and a series of live events scheduled to take place across the continent.
Announcing its eastern pivot to travellers the Guardian has crafted a bespoke campaign to communicate its ‘Hope has no borders’ messaging across 36 departure screens at Eurostar’s departure lounge, including a yellow banner promoting ‘This is Europe’.
Variants of this messaging will run on social media and banner ads across the Guardian’s website with copies of today’s newspaper nestled within a This is Europe cover wrap to complete the full spectrum messaging.
Kate Davies, director of brand and awareness, Guardian News & Media, said: “The advert provides a stop-and-stare moment for travellers that is equally impactful when seen online or on social. This unique design was a brilliant creative opportunity to support the Guardian’s new This is Europe series and a natural next step in expanding on our ‘Hope is Power’ campaign last year.”
Sam Jacobs, creative director of The Guardian’s in-house Oliver team, added: "We worked closely with PHD to create a media plan that brought us close to a border, allowing us to create some creatively contextual advertising. The project also meant we worked collaboratively with the Guardian's brilliant editorial design and marketing teams. That's the beauty of working in-house – we can collaborate at speed to create fully integrated and impactful campaigns.”
The Guardian derived 15% of all voluntary financial support from European readers in 2019, with a quarter of all Guardian Weekly subscribers hailing from the continent.
Conscious of these stats the Guardian plastered 2,000 fly posters around Berlin last week as part of an experiential stunt encouraging passerby to 'break the glass' and grab a complimentary copy of the Guardian Weekly.