Sunday Times drops strapline

LONDON - The Sunday Times has replaced its strapline for the first time in 17 years.

Communications will now feature the line 'The Sunday Times. For all you are'. It replaces the current tagline 'The Sunday Times is the Sunday papers', and will launch to coincide with the paper's full-colour redesign this weekend. It will be supported by a £3m TV, press and outdoor advertising campaign.

The seven-week drive will focus on the diversity of the newspaper's audience. Two TV ads, created by CHI & Partners, will feature veteran actor Peter O'Toole and British Paralympic rower Helene Raynsford. Further work is due to launch later this year, as design changes to the newspaper's supplements are rolled out.
In outlining the news-paper's future marketing strategy, sales and marketing director Katie Vanneck criticised the industry's over-reliance on cover-mounts and free DVDs. She said The Sunday Times is looking to build customer loyalty rather than encourage one-off sales.
'We are basing marketing for The Sunday Times on the reasons that you will buy it week in and week out, ' added Vanneck. 'Promotions won't disappear completely, but we will sell the newspaper on the brand, the content and the sub- brands.'
Design features of the revamped Sunday Times, which rolls out this weekend, include the introduction of a fresh masthead and fonts. The number of comment pages have been expanded, as have those dedicated to the paper's key columnists.

Alison Donnelly
Marketing Week
1st July