The iconic media house Time Out is transforming its NY business model and chose Working Media Group to help deliver the message. Working Media Group partnered with Time Out’s talented in-house team and creative agency, PI&C, to design and execute a fully integrated marketing campaign to launch Time Out’s new cross-platform offerings. The campaign was aimed at the highly mobile, socially-connected, millennial New York City market and used OOH, digital and social executions to complement many of the showcase experiences surrounding the launch.
“When you couple a great brand with a great team, success follows,” said Kerry Tracy, CEO of Working Media Group and a long-time NYC resident. “Time Out is where New Yorker’s go for up to the minute insights on everything NYC and we are proud to be a part of its growth and transformation.”
Official Press Release: Time Out, the multi-platform media company, announced the start of an integrated outdoor and digital brand campaign to support Time Out New York magazine launching as a free publication.
Marking the first US ad campaign for the brand in over two years, Time Out has worked in partnership with PI&C for creative development and Working Media Group for media planning and buying.
The Time Out New York campaign aims to highlight the brand’s total offering online, in print and on mobile and will be delivered across outdoor and digital to drive sustained awareness of the new, free distribution magazine.
The media planning and buying is concentrated on a range of outdoor placements to reach Time Out’s target market of A25-34 consumers and media buyers/decision-makers. These placements range from subway cars and subway platforms to Bus Kings, Wallscape and wild posters.