New York—Nielsen Co. announced it will launch its first global branding campaign, which will debut through a marketing alliance with the New York Times Co. Nielsen will be the sole advertiser for a special August issue of The New York Times
sports magazine PLAY
, which will focus on the Summer Olympic Games in Beijing. It is the first time Times Co. has offered an exclusive advertising arrangement for one of its publications.
The Nielsen-sponsored issue of PLAY will be distributed in the Aug. 3 Sunday edition of The New York Times as well as the International Herald Tribune in Asia.
The campaign will also include print ads in The New York Times and in the International Herald Tribune; online banner ads on NYTimes.com and IHT.com; radio spots and ad support in the mobile “PLAY” newsletter.
Nielsen Co., formerly VNU, was renamed in 2007.