NYTimes.com Launches a New Campaign Demonstrating the Depth of the Site's News and Information Offerings
NEW YORK--(BUSINESS WIRE)--Dec. 9, 2008--NYTimes.com announced today the launch of a new marketing campaign (nytimes.com/conversations
), designed by The Times's marketing team to illustrate the depth of the site's many offerings from its high-quality journalism and extensive multimedia features, to the scores of interactive extras available to readers.
The campaign centers on 12 original unscripted videos with celebrities about their favorite must-visit destinations on NYTimes.com. The personalities are Kenneth Cole
, Padma Lakshmi
, John Leguizamo
, John Cameron Mitchell
, Isaac Mizrahi
, Bebe Neuwirth
, Cynthia Nixon
, Dr. Mehmet Oz
, Lynn Redgrave
, Eric Ripert
, Ben Stein
and Justin Tuck
Each vignette is complemented by a drop-down menu that relates to the personalities' interests to illustrate the interactivity between users and NYTimes.com. Examples include:
-- Mr. Ripert's discovery that it is unnecessary to stir risotto, learned by watching a Mark Bittman
-- Ms. Nixon's filling out an online ballot for a reader poll on Tony Award favorites
-- Mr. Mitchell looking at The Times's movies section and realizing he can purchase movie tickets
on NYTimes.com; and
-- Dr. Oz's observations on the comprehensive list of more than 3,000 health topics
available that he uses to help stay on top of the latest news.
"The goal of this campaign is to powerfully convey the wide range of interactive multimedia features that make NYTimes.com much more than just the newspaper online - and to do it in a way that is engaging, viral and, we believe, unique," said Yasmin Namini, senior vice president, marketing and circulation, The New York Times.
The campaign was designed and produced in-house, working with Douglas Keeve
, a renowned photographer and documentary maker, who directed the videos. His previous work includes "Seamless," a collaboration with Vogue's Anna Wintour, and "Unzipped," a critically acclaimed profile of Mr. Mizrahi. The Times also commissioned Your Majesty
, a New York-based marketing company, to help create the microsite.
According to Nielsen Online, NYTimes.com had 20.3 million unique visitors in the United States in October 2008, and was the No. 1 newspaper Web site in United States, a position it has long held.
The New York Times Company
(NYSE: NYT), a leading media company with 2007 revenues of $3.2 billion, includes The New York Times, the International Herald Tribune, The Boston Globe, 16 other daily newspapers, WQXR-FM
and more than 50 Web sites, including NYTimes.com
. The Company's core purpose is to enhance society by creating, collecting and distributing high-quality news, information and entertainment.