WSJ unveils multiplatform campaign to support redesign

The Wall Street Journal Europe has launched a pan-European brand advertising campaign in support of a redesign of the newspaper.

The Wall Street Journal Europe

The newspaper, now owned by News International, has introduced a redesigned and simplified front page layout, new sections and new columnists. It is also extending the offering on its website Europe.wsj.com, including a daily “World at a glance” email designed to give time-pressed readers a late-afternoon briefing on world and business news.

The publisher says that advertisers will benefit from the availability of increased ad spots in the print and online sections, as well as new positions, formats and an increased use of colour.

The marketing campaign, created by Doremus, introduces a new strapline “News for News Makers” and targets senior executives and business travellers. It highlights the investment in improved and enhanced editorial products and takes in television, print, online and outdoor advertising.

The 30 second TV ads will run on Sky International, CNBC, CNN and Bloomberg. There will also be 100 branded London taxis with ads on seats and receipts.

Pos of sale promotions will be placed with more than 1,000 pan-European newsagents and 80,000 copies will be distributed free as a sampling exercise this week in London, Paris, Frankfurt, Madrid and Zurich.

Publisher of WSJ Europe and managing director of Dow Jones Consumer Media Group Europe Andrew Langhoff says: “This marketing campaign is part of a new, focused circulation strategy aimed at Europe’s business elite, giving advertisers greater efficiency of reach among a top audience of influential and affluent business decision makers.

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