Created with The&Partnership agency, the campaign is set to run through June 30, 2015 and kicks off with Tory Burch, Chief Executive Officer, designer and philanthropist; Bill McDermott, Chief Executive Officer of SAP, entrepreneur and author; and will.i.am, producer, entrepreneur and philanthropist.
According to the Wall Street Journal, Ms. Burch, Mr. McDermott, and will.i.am represent the wide-ranging successes and interests of subscribers who reap the benefits of reading the Journal despite increasing demands on their time. Additional Journal readers will be joining the "Make Time" campaign during its run, including Mike McCue, Co-Founder and Chief Executive Officer of Flipboard, and Zhang Xin, Co-Founder and Chief Executive Officer of SOHO China, the largest prime office real estate developer in China.
"This campaign highlights the value of making time to read the Journal, no matter how busy people are," said Suzi Watford, Chief Marketing Officer, Dow Jones. "It also confirms that subscribing to the Journal puts you in a community with other ambitious people who prioritize being at the top of their game. Our subscribers are in very good company."
"Make Time" is designed to illustrate the essential personal and professional value of a Journal subscription. The campaign will roll out on digital, print and social channels before launching via television and out of home advertising.
To demonstrate the Journal's global reach, the campaign will include, among other elements:
* Broadcast television in the U.S., APAC and EMEA;
* Print advertising in the U.S., APAC and EMEA;
* Digital video and banner displays across ad networks;
* Digital signage in New York City subway stations and British Airways business lounges at London's Heathrow Airport and London City Airport;
* Billboards in Marunouchi and Maru-Vision, Tokyo;
* Video on Jet Blue and United Airlines in-flight broadcasts;
* Additional direct marketing in key U.S., EMEA and APAC locations.
"We know how valuable Journal readers' time is, which is why we are dedicated to surpassing their expectations every day through our peerless journalism - in print and digital, and in newsletters," said Gerard Baker, Editor-in-Chief of The Wall Street Journal. "Whether it is our real-time business, financial and economic coverage, our expert reporting on technology, our broad coverage of global politics and policy, our unrivaled sports, culture, fashion, arts and entertainment reporting, we continue to extend the reach of our journalism while striving to shed light on the issues that matter most."
The campaign was developed under the direction of film director Tom Carty and photographer Brigitte Lacombe.
"The world's busiest and most ambitious people, who have the least time to spare, still make time to read the Journal," said Isaac Silverglate, Executive Creative Director at The&Partnership. "For us, highlighting this truth was the most compelling way to show the Journal's true value."
"The 'Make Time' campaign is the culmination of a business partnership that runs deep in both of our organizations," said Victoria Davies, Managing Partner at The&Partnership. "We know that where people get their news has never been more important, and this campaign highlights the benefits of making time for the Journal."