New York Times Insider

After developing a brand toolkit that met the exacting standards of the NYT's editorial staff and developing a solid positioning strategy, we launched Times Insider with a massive print and online campaign that leveraged all of the NYT's owned media resources. A Times Insider subscription provides news superfans all the access to exclusive behind-the-scenes content: reporter's notebooks, photo and video outtakes, newsroom conversation transcripts, the works. Our campaign highlighted the drama of how news is reported and teased readers with fragments of provocative stories that they could read in their entirety online via a free trial.