The Guardian launches cross-platform marketing campaign to promote new First Edition newsletter | Press Releases
The Guardian, in partnership with in-house creative agency OLIVER and Omnicom Media Group’s DOCTORATElaunched a range of new marketing creatives across the UK this week to support the launch of its flagship news newsletter, First edition.
The gardians First edition newsletter, which started last month, offers readers a closer look at a major topic or news event each weekday morning, as well as a selection of the day’s top stories from across the Guardian . Written by Archie Bland and Nimo Omer, the newsletter goes beyond an urgent summary of headlines to feature original reporting and cutting-edge analysis of current world events, built around a sense of conversation and community.
The marketing campaign is centered around the slogan ‘scroll less, understand better’, positioning the newsletter as an antidote to catastrophic scrolling. Bold and bright creations invite readers to cut through the noise and find clarity with First editionhelping to better understand the main stories of the day and to know more about the world.
The promotional activity, which runs throughout May, includes: rail map panels on the London Underground, Glasgow Underground, Manchester Metrolink and Liverpool Rail; high-impact digital screens at busy London stations such as Liverpool Street, Cannon Street and Blackfriars; broadcast audio ads on politics, news, education, and learning podcasts, as well as paid search and social activities to help people easily find the First edition registration page.
Out-of-home train pass signs feature QR codes to allow people to quickly scan and register for First editionwhile the digital screens are split into two days with two bespoke designs to meet the needs of morning and evening commuters.
Joel Midgley, Head of Brand, Guardian News & Media, said:
“It’s an exciting time for Guardian Newsletters as we expand marketing activity beyond our own channels for the first time to showcase our new offering. This campaign for the first edition is informed by the same idea behind the newsletter itself: many mornings kick off in a hectic fashion, with push notifications competing with the school race and much more. We’ll find new subscribers when they need the first edition the most: on their daily commute to travel hubs across the country. We hope to generate many new signups, giving readers a deeper understanding of the news as well as a daily dose of top headlines.
In addition to paid activity, the Guardian also runs activity on its own social media, online and in print, as well as guest readings in our top Guardian podcasts such as Today in Focus, Politics Weekly UK and Politics Weekly America.
Subscribe to the Guardian First edition newsletter here.
-ends-
For more information, please contact: media.enquiries@theguardian.com
Notes to Editors
Archie Bland
Archie Bland is the editor of The Guardian’s new news bulletin, First edition. Archie was previously Co-Executive Producer of the Guardian Daily News Podcast Today in brief, and was a senior reporter and editor at The Guardian for seven years. Prior to the Guardian, Archie held several positions at The Independent, including Foreign Editor, Saturday Editor and Deputy Editor.
Nimo Omer
Nimo Omer is the deputy editor of the Guardian’s new news bulletin, First edition. Nimo was previously a journalist at Tortoise Media, working in audio, newsletters and digital publishing and winning New Journalist of the Year at the 2021 British Journalism Awards.
About the Guardian News and Media
Guardian News & Media (GNM) publishes theguardian.com, one of the world’s leading English-language news sites. Traffic from outside the UK now accounts for around two-thirds of the Guardian’s total digital audience. In the UK, GNM publishes the Guardian newspaper six days a week, first published in 1821, and the world’s oldest Sunday newspaper, The Observer.
