The Economist has started a new digital ad campaign to drive U.S. readers to its 2020 election coverage, reports Sara Guaglione of Publishers Daily.
Guaglione reports, “The last time The Economist launched a U.S.-targeted digital ad campaign was during the midterm elections in 2018. The Economist hopes to pique the interest of new readers, including younger, female audiences, with this campaign.
“‘Word Play’ departs from the publication’s traditional white and red creative, using a blue color palette.
“‘Tapping into the collective frustration with mass media and acknowledging the emotionally charged presidential election, ‘Word Play’ will promote The Economist’s U.S. 2020 elections coverage, raise awareness of The Economist among U.S. audiences and present the brand as a refreshingly fair-minded, rigorous and data-driven alternative source of journalism,’ according to a statement from the company.”
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