international new york times campaign pitch

global.nytimes.com

ContentsThe New York Times Global: Introduction and Campaign Objectives ................ 01Commence: Digital Campaign Strategy ........................................................ 02Multi-Channel Advertising Opportunities .............................................. 03Audience and Targeting Strategy .................................................... 04Campaign Analysis: Key Success Factors ............................... 05Contact Information ......................................................... 06

Rolex Oyster Sky Dweller Campaign PitchJanuary 2013

THOUGHTFUL, STIMULATING NEWS COVERAGE

The New York Times is the definitive news source for decision makers, affluent consumers and opinion leaders. With a global reach and the #1 individual newspaper site in the US, The New York Times sets the conversational agenda for millions of highly educated readers and their social circles.

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ROLEX OYSTER PERPETUAL SKY DWELLER CAMPAIGN OBJECTIVES

The Rolex Sky-Dweller watch is highly sought after and an exclusive piece for any luxury collection. Affluent consumers who seek distinctive goods are part of the core audience of The New York Times Global properties. In using our distribution channels, Rolex can meet its critical objectives:

Strengthen existing audiences and reach new audiences. Increase brand engagement and message recall. Increase revenue opportunities.


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DIGITAL ADVERTISING ON NYTIMES.COM

COMMENCE Start our readers experience with maximum impact for the Rolex Sky Dweller. Commence is a proprietary pre-stitial product that plays up to 15 seconds of video from Rolex before letting readers interact with editorial content.

As readers click from their first to second stories to shape their viewpoints on NYTimes.com, or Global.nytimes.com, their engagement with our editorial increases. After several clicks, Commence steps into view in the main content column while the intended story is greyed below. Connections build with up to 15 seconds of Rolex video accompanied by a countdown clock. Upon video completion, Commence fades and the editorial story brightens in its place.

At a generous 640x360 pixels, Commence is a 16:9 compatible container for an array of rich media, including readymade preroll, television assets, movie trailers, graphic animations, and even custom video spots.

Commence is an ideal opportunity for Rolex to reach a highly engaged reader who craves the latest news.

In order to properly match consumers with distrubution channels, this campaign includes several customizable advertising opportunities to support Rolex in meeting its campaign goals:

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NYT News Service & Syndicate branded- content channels with portals like MSN include several content services to attract niche audiences that consume content from digital pure player channels. This is the ideal channel for attracting early adopter consumers.

The International Herald Tribune fashion critic Suzy Menkess page creates the ideal space to welcome luxury advertising. Rolex advertising appearing regularly on this column reinforces the image of Rolexs Skydweller brand to a world wide audience.

Turning Points, our year-end magazine, offers both advertising and circulation revenue opportunities. The publication date offers maximum impact during peak buying season.


How does The New York Times Global audience match Rolexs target market objectives? A few notes on what kind of market share Rolex can expect:

Audience 25,415,000 Demographics Male 49% Female 51% Median Age 46 Median HHI $73,851 College+ 54% Professional/Managerial 28% C-Suite/Top Management 7%

Sources: comScore Media Metrix June 2012; Nielsen Online @Plan, Q1 2012; NYT Marketing Media KitAudience TargetingLEADERSLeaders are category enthusiasts who exhibit a strong preference for The New York Times Global coverage of their chosen industry. They are comprised of frequent, repeat visitors to our properties. category experts with the ability to discern nuanced brand messages. early adopters with the ability to create markets.DECIDERSDeciders are policymakers who actively engage with and share The New York Times Global content to amplify information delivery out to their networks. They are comprised of frequent sharers of content and current events with their social network. repeat visitors from Twitter, LinkedIn, and other social properties. engaged authorities, with the ability to extend brand messaging.TREND SETTERSTrend Setters are affluent consumers who actively consult The New York Times Global content as reference material for current purchasing activity. They are comprised of readers searching for reference information rather than entertainment value. researchers of archived trend and product detail content. readers arriving on NYTimes.com with exhibited purchase intent.


IDENTIFYING SUCCESS CRITERIAIn addition to a multi channel campaign, statistical analysis is provided to determine the key success criteria of Rolexs advertising efforts.

The New York Times Global editorial sells better because it covers the life of an affluent, educated community in an engaging, in-depth way. The distribution network is well adapted and efficient. As such, our properties are sitting on a gold mine of data. Every day, they produce data: copy sales, subscriptions, classified ads, articles, mobile web, customizable applications, E-reader applications by point of sale, by city, and through Web site analytics.

All this data can be transformed into optimized campaign strategy.

We identify the main criteria for success, including those dependent on the editor side (the regularity of editing articles about luxury goods, for example), the sales side (determining which markets merit the highest budget) and the population side (the buying habits of a particular market, etc.), from there we can create multi-dimensional analysis that allows us to highlight the correlations between the rate of penetration of the advertising efforts in any given area and revenue.

Our clients can take advantage of our analysis in the following ways :

Predict the volume of sales from special issue advertising and select best points of sale.

Explain the rate of transfer between copy advertising and digital and help predict the impact of multi channel campaigns.

Highlight all the factors that contribute to increases in sales and predict the effect of campaign modification.

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Campaign Strategy Pitch designed, developed and written by Shelley Anne Chavis for The New York Times Global. Miss Chavis specializes in international marketing and sales solutions.

Contact InformationTelephone: +33 (0)6 34 59 68 77Email: [email protected]: http://about.me/shelleyanne

international new york times campaign pitch

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