The Wall Street Journal has launched #WSJbe, a new multi-media ad campaign offering rare insight into some of the journalists who contribute to the creation of the publication’s content.
The Journal’s biggest campaign in Asia to date, #WSJbe spans consumer and trade media, encompassing print, television, online and out of home channels, and includes a call to action on social platforms to engage with its readers’ aspirations in a unique way.
#WSJbe profiles four key journalists from the Wall Street Journal’s Asian editorial team: Li Yuan, editor in chief, WSJ China edition; Patrick Barta, Asia news editor, features; Maya Pope-Chappell, social media editor; and Juro Osawa, Asia tech correspondent, each who share their personal story of what inspires them as journalists, providing readers with insight into the aspirations and personalities behind Asia’s leading pan-regional daily.
The campaign aims to connect with Journal readers by encouraging them to share stories and photos about what inspires them through weekly conversations at #WSJbe and www.wsj.com/BE. The campaign’s landing page will also curate social media postings and include further videos of the four journalists.
“As a globally trusted source for accurate and influential news since 1889, The Wall Street Journal’s content has rapidly evolved to become increasingly digital and interactive,” said said Anjali Kapoor, marketing director, Asia Pacific at Dow Jones, in a statement. “We’re delighted to deliver a unique brand campaign that reflects this ongoing innovation and intertwines the ambitions of our readers with our news team’s passion for journalistic excellence.”
The campaign was developed in-house with TV production managed by Lime Creative in Hong Kong.
