NYT // Holiday
While readers are familiar with digital gift subscriptions, they default to physical gift exchanges where they can add a personal touch. So, how do we position a Times subscription so that it’s included in their consideration set of thoughtful gifts? To unlock the power of our brand advocates year round, I introduced a gifting messaging platform for all campaigns to ladder up to. That meant when holiday season snuck up on us, we quickly found a creative idea.
The Times has something for everyone. It is the gift that fits everyone on your list. Tap into any personal interest, build upon a shared one and inspire another be it for your sister, wingman or cat sitter. Working with illustrator Abbey Lossing, we stepped beyond breaking news to launch a campaign that was personal and refreshingly playful.