The Times, The Paper of Records

The Times, The Paper of Records

When: July 2012.

Where: Transvision screens and D6s, in stations across the Capital.

Why: To showcase the front pages, encouraging people to buy the next day’s newspaper.
The campaign positioned The Times as “The Paper of Records”.

How: Each evening, when the newspaper was laid out, the front page was published at 11 pm on JCDecaux’s digital screens across the Capital. The campaign prompted commuters to buy the paper on their morning commute, highlighting the paper’s indepth coverage of the Olympics .