THE IRISH TIMES has launched the “Story of Why” marketing campaign, which will run across television, cinema, press, digital and outdoor for the next six months.
The campaign, devised by the advertising agency Cawley Nea\TBWA, coincides with the redesign of the print edition next month and changes to the company’s digital offering in 2013.
“We wanted to identify and promote a compelling reason why people should choose The Irish Times. We believe The Story of Why? does just that. This is an important step in consolidating the relevance and position of The Irish Times in the lives of its audience,” says marketing manager Katie Molony.
The advertisement, which features Irish actor John Fitzpatrick playing an intrepid investigative reporter in a series of both real and surreal scenarios, debuted on RTÉ One on Monday night. It will continue in 30-second and 60-second spots across RTÉ, TV3, TG4 and Sky and will also run in cinemas nationwide.
A two-minute version, accompanied by a letter to readers from editor Kevin O'Sullivan, can be found at irishtimes.com/thestoryofwhy.
The digital element of the campaign will pop up on RTÉ Player, 3 Player and 4OD, as well as targeting readers of both national and international business, sports, features and entertainment media sites.
Teleprinter just hopes the campaign will convince readers that the world of journalism isn’t all networking, spell-checking and typing up press releases. Some days reporters do have to crawl through ventilation shafts to get to a story – metaphorically, that is.
