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The Queen embraces her younger self in Times ad celebrating jubilee

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By Amy Houston | Reporter

May 30, 2022 | 3 min read

As the UK gears up to celebrate The Queen’s Platinum Jubilee bank holiday weekend, marketing network The&Partnership has launched a series of ads to promote editorial coverage of the festivities from The Times and The Sunday Times.

Marking the royals’ 70 years on the throne, the coverage will include a collection of rare photographs, a giant pull-out poster, a guide to the celebrations, a 20-page supplement, commemorative magazines and in-depth features on every decade of her reign.

Q2

After searching through the archives, royal scenes were created featuring Her Majesty’s image throughout the years. In one scene, viewers see a 96-year-old Elizabeth shaking hands with her newly crowned, younger self. In another, four Elizabeth’s share a royal carriage. The campaign also features a ‘family’ of Queens – aged 25 to 96 – waving from the royal balcony, and the royal jet.

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The Queen shakes hands with her younger self / The&Partnership

“Our extensive coverage of the Queen’s reign and the Platinum Jubilee celebrations will be second to none and this visually stunning campaign complements it brilliantly,” said Louise Agran, marketing director for The Times and The Sunday Times.

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Q4

Amplification for the campaign will come from press, digital, social channels and radio from the end of May into the first week of June.

Russell Ramsey, executive creative director at The&Partnership and Pulse Creative added: "The challenge was to bring to life the coverage in a unique way in what will be a crowded market of Jubilee activity".

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