ADVERTISING - DIGITAL & SOCIAL, PRINT
ART DIRECTION
CREATIVE MARKETING STRATEGY
COLLAGE ILLUSTRATION
Subscription marketing design for the daily broadsheet and global news brand.
Reacting to the global Coronavirus pandemic of 2020, and designing for the changing landscape (reduction of advertising revenue) with content that reflected the ‘new normal’ to drive subscription. Record numbers of engagement were observed across a global audience - regularly achieving over 2M daily unique page views.
The role required developing a creative strategy, with cross-platform reactive campaigns to encourage both print and digital subscription; and the journey from acquisition through conversion and retention at its heart. By introducing a new brand system to align visual language, illustrative typographic styles and colour palette, applied consistently across user journey flows, and across multiple channels - Digital, Print and OOH campaigns to engaged a new audience. Wiith the focus upon The Telegraph’s breadth of content and trusted journalism, daily paid subscriber results surpassed all expectation and remained at the highest in its 160+ year history.
ART DIRECTION
CREATIVE MARKETING STRATEGY
COLLAGE ILLUSTRATION
Subscription marketing design for the daily broadsheet and global news brand.
Reacting to the global Coronavirus pandemic of 2020, and designing for the changing landscape (reduction of advertising revenue) with content that reflected the ‘new normal’ to drive subscription. Record numbers of engagement were observed across a global audience - regularly achieving over 2M daily unique page views.
The role required developing a creative strategy, with cross-platform reactive campaigns to encourage both print and digital subscription; and the journey from acquisition through conversion and retention at its heart. By introducing a new brand system to align visual language, illustrative typographic styles and colour palette, applied consistently across user journey flows, and across multiple channels - Digital, Print and OOH campaigns to engaged a new audience. Wiith the focus upon The Telegraph’s breadth of content and trusted journalism, daily paid subscriber results surpassed all expectation and remained at the highest in its 160+ year history.
On-site Marketing Assets
Illustrations: Celine Katze
Digital Edition app product page
Journalist email collages for onsite and email, with their area of expertise demonstrated, ie. current affairs, foreign policy, domestic policy, finance, travel, economics, fashion, lifestyle, politics, world news, technology, consumer rights.
