Putting a news brand at the heart of the US Election

When a client brief lands it’s always an opportunity to think about how the project will aid the brand’s standing.

No matter the brief, the opportunity is always there to convey the essence and values of the brand.

So when we received a brief from The Irish Times to promote its coverage of the upcoming US Presidential campaign we knew we had an opportunity to do something ‘great’ (as one of the candidates would say…).

The key objective was finding an idea that put The Irish Times at the heart of the topic. This reflects its on the ground presence thanks to Washington DC correspondent Suzanne Lynch and her daily Election Diary. However it also underlines the high quality analysis and opinion that The Irish Times team of editors and journalists serves both online and in print.

The idea, as with all smart thinking, proved to be very simple.

We just needed to tell people that, ‘With The Irish Times, you get the full story.’ Then with a dash of art direction and some tweaking of the copy we got something, well, great!

The campaign went live today and its placement was perfect – complementing the headlines of the two lead articles. The campaign will be live on digital, social and OOH.