Times Launches £2m Branding Campaign

The Times has unveiled a £2m branding campaign in an attempt to push circulation and establish its status in preparation for further development. From 7 February a three-month TV and poster campaign will launch in London, based around the Times “trusted” brand status.

The campaign is part of a three-year programme to push sales beyond the one million mark. The newspaper’s circulation figures have been falling in recent months (see National Newspaper ABC Round-Up – December 1999) and currently stand at 709,556, according to the latest figures from the Audit Bureau of Circulations (ABC). The group aims to increase this to 750,000 within a year.

A recent audit found that occasional readers – those who read the paper up to three times a week – find difficulty in connecting with the brand and it is these readers, above all, which the campaign hopes to target. Using the strapline “Feed your mind”, the campaign will establish exactly what the paper stands for and push its trusted status in preparation for further development, particularly in the e-commerce arena.

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