Times Online Launches Brand Marketing Campaign
Times Online is launching its first electronic brand marketing campaign in an attempt to raise awareness of its travel channel.
The campaign, which launched yesterday, runs throughout January and February across three key areas of the Times website, including the travel, appointment and business sections. It will also appear on a range of external travel-related sites.
The initial activity will include the use of banners, pop-ups and sky-scrapers to promote the fact that users can visit the travel channel to access a range of content from the Times and the Sunday Times, as well as book holidays and search classified ads.
Commenting on the initiative, digital director, Annelies van den Belt, said: “Times Online has gone from strength to strength over the past two years and is now at a level of profitability. As a result, we are in a position to invest more resource into the product to ensure further growth of the business.”
He added: “The planned campaign illustrates Times Newspapers’ continuous commitment to its digital businesses and acknowledges the requirements of our advertisers to provide multi-platform solutions. We are very proud of Times Online and we want more people to use our pre-eminent product.”
The creatives for the campaign were designed and produced by Liquid Communications and incorporate the strapline: “Where its @ Times Online.” These will run through to the second phase of the push, which launches next week and includes the appointments channel.
The Times Online recently relaunched its business section in an attempt to allow users to assess information by industry sector, a method which has proved particularly successful for used by its subscription-based rival FT.com.
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