New-look Sunday Times launches ad campaign and Classic FM tie-up

News UK is introducing a new-look Sunday Times this weekend featuring a streamlined design with easier navigation between sections and a higher story count per page.

The Sunday Times: gets a new look
The Sunday Times: gets a new look

The paper is backing the title with an integrated advertising campaign using the slogan "It all starts with The Sunday Times", that will run across TV, radio, print, cinema and online.

The marketing push kicks off on 6 April and is centred around a 60-second TV and cinema ad, and includes a partnership with Classic FM.

The revamp was led by designers Simon Esterson and Mark Porter in conjunction with the Sunday Times team under design editor Russel Herneman.

Catherine Newman, chief marketing officer of The Times and Sunday Times, said: "Sundays are now a day of action rather than relaxation and we are now making decisions for the days, weeks and years ahead.

"The Sunday Times is uniquely positioned to help its readers make those decisions by providing them with actionable information and ideas."

The Sunday Times has been undergoing a number of changes recently. Earlier this month, Radio Times editor Ben Preston joined the paper as executive editor, while the broadsheet poached Elle editor Lorraine Candy as luxury content director to help court luxury brands.

A year ago, The Times and Sunday Times were combined in the first ever joint advertising campaign, a 30-second TV and cinema ad that depicted events such as the refugee crisis and Donald Trump’s presidential bid campaigning.