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This document showcases an award-winning marketing campaign by the times in association with warner bros pictures for the movie 'in the heart of the sea'. The campaign involved recreating a 19th-century times report as a special souvenir poster and securing a media first position in the paper. The authenticity of the poster was ensured using 19th-century printing processes and original articles from the times archive. The campaign reached over 1.4 million people in print, online, and on digital devices, resulting in significant awareness growth and increased interest in the film.
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IN ASSOCIATION WITH
Client Warner Bros Pictures Agency MediaCom Campaign date December 5, 2015 Campaign elements 8pp panoramic half-wrap poster, video, print, tablet and online Medium The Times
PRINT DIGITAL TABLET MEDIA Winner Commercial Advertising Initiative of the Year, Newsawards 2016 Commended Print Innovation of the Year, Newsawards 2016
‘A vessel dashed to pieces by a whale.’ This was how the true story that inspired Herman Melville’s Moby Dick was first reported in The Times in 1821. When we discovered that the Oscar-winning director Ron Howard was focusing on the doomed tale of the whaling ship Essex in his next blockbuster Hollywood movie, In the Heart of the Sea, we contacted Warner Bros Pictures with an audacious plan: to recreate the original Times reporting as a special souvenir poster for our 1.4 million Times readers in print, online and on their digital devices.
We know that Times subscribers and readers are uniquely loyal to the news brand; a third are regular readers and the average subscription is purchased for more than six years. Taking a slice of history from the Times archive and sharing it with our current readers would therefore be hugely engaging. Our challenge was to ensure the project also raised awareness and interest in In the Heart of the Sea.
To do this we secured a media first position in The Times for the poster as a special panoramic half-wrap. This wrapped the paper and folded out to twice the height of the modern Times, and included additional media space we used to promote the film.
Authenticity was Ron Howard’s watchword for In the Heart of the Sea so we had to ensure our souvenir front cover of The Times was as authentic as possible.
We decided to recreate the poster using 19th-century printing processes. We contacted Sue Shaw, founder and trustee of Stockwell Type Archive, who – with Stan Lane of Gloucester Typesetting – developed an entirely new cast of original Times fonts using a monotype process, and created a page that wove together original articles from the time of the sinking of the Essex, including The Times’ reporting of the death of Queen Caroline, and original classified advertisements. We also commissioned period etch- ings of a still from In the Heart of the Sea and the original Times masthead.
IN ASSOCIATION WITH
IN ASSOCIATION WITH
Ron Howard, Director, In the Heart of the Sea
1.4m TOTAL REACH
145 % AWARENESS GROWTH
72 % PEOPLE
86 % TIMES READERS
