‘Wall Street Journal’ launches brand campaign

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New York—In an effort to broaden its reach to women and younger audiences, The Wall Street Journal this month unveiled its first brand campaign in 10 years. It is also the first ever to tie together all the Journal platforms, including print, online and mobile. The campaign, which has the tagline “Every journey needs a Journal,” features famous people in business, sports and entertainment, and shows how The Wall Street Journal has inspired them on their life journeys. Mcgarrybowen, a New York advertising agency, developed the campaign. The budget was undisclosed. “Our main objective is to make the Journal relevant to a broader group of people,” said Ann Marks, CMO of Dow Jones & Co., which publishes the newspaper. “The Journal [audience] is disproportionately male, and we want to reach out and be as broad and diverse as we possibly can.” Among the celebrities featured in the campaign are singer and songwriter Sheryl Crow; Olympic Gold Medal boxer and head of Golden Boy Promotions Oscar De La Hoya; Jake Burton, founder and chairman of Burton Snowboards; David Neeleman, founder and CEO of JetBlue; and Alice Waters, chef and founder of Chez Panisse restaurant in Berkeley, Calif. There are currently 10 different print executions, as well as online ads.
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