Australia Acquisition Campaign for the New York Times

The New York Times has content that is unexpected and enjoyable to read. We wanted this campaign to show Australian readers that the paper cover a breadth of topics, held up to the same quality standards as the hard news report. We wanted to drive brand perception and increase conversion by positioning the product as a source that has more to offer than just serious, hard news.

Illustration: Minkyung Lee | Copywriting: Matt Kaiser


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    The New York Times


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    Brand Design & Creative Direction