Special supplement to drive subscriptions
News UK is resurrecting iconic stories from The Times and Sunday Times’ 230-year history as part of a campaign designed to reinforce the value of the newspapers’ journalism.
The campaign, created by WPP’s Team News through Wunderman UK, targets 90-day subscription triallists of The Times and The Sunday Times.
It is intended to improve retention rates by showcasing the scoops the newspapers have made throughout their history.
The campaign consists of print, direct mail and email, beginning at the start of August.
Among the stories highlighted in the campaign are dispatches by the world’s first war correspondent William Howard Russell from the Crimean conflict in the mid-19th century, the investigations that led to cyclist Lance Armstrong’s fall from grace and revelations about corruption at the heart of FIFA in Qatar’s 2022 World Cup hosting bid.
There is also the discovery of Egyptian pharaoh Tutankhamun’s tomb, conquering Mount Everest and Thalidomide drug scandal.
The stories are reproduced in a supplement print format to reflect the way they would have traditionally been read.
Ben Gandy, director of subscriptions at The Times and The Sunday Times, said: “The Times and The Sunday Times has an unparalleled history in leading the news agenda – one that it proudly continues to this day.
“This campaign is designed to remind our members of our unique heritage and assure them that it is a path we will continue to tread.”