The Wall Street Journal Europe is launching a dollars 10 million
advertising campaign across Europe in an attempt to broaden its
The move is part of a dollars 60 million, five-year investment designed
to double the circulation of the WSJE. The newspaper is being revamped,
and will sport colour on its front page and a new colour logo. It is
also introducing a section focusing on the European economy and its
The campaign, which was created by Ogilvy & Mather, will flag up the
changes to the WSJE. MindShare is responsible for the media planning and
buying. A heavyweight outdoor campaign targeting commuters breaks on
Monday and will run until April. In the UK, it will use 96-sheet poster
sites, London cabs and the Heathrow Express.
Using the strapline, ’Get It’, beside an image of the WSJE’s front page,
the advertising will emphasise the need to keep abreast of changes in
the European economy through the WSJE. The campaign was written by Steve
Taylor and art directed by Michael Elliot at O&M.
Doug Baxter, the WSJE’s marketing director, said: ’With the development
of a new economy, you are talking about a younger target audience of
business people, who are a new audience for the WSJE.’ He added that the
newspaper’s new look would ’make it more accessible’ to readers.
The outdoor campaign will be backed by TV advertising on CNBC and CNN,
and radio advertising. The WSJE will also double the number of retailers
selling the newspaper in the UK and Germany.
The WSJE’s circulation during the last six months to December was
82,597, up 17 per cent on the previous year.