Using video to prove the power of TV listings brands

Client

Time Inc.

Brief

Reimagine the cover, redesign the title and then create a video to demonstrate the reach and engagement of TV Times.

Approach

The TV Times logo was tweaked and the whole title redesigned from top to bottom. Collaborating closely with art director Steve Fawcett, the cover was carefully re-engineered to both unpack the content on newsstand yet maintain the brand’s premium positioning. Extensive research revealed the logo was the most valued item on the cover, so care was taken to make sure it was not obscured.

The video was written and directed as part of Time Inc.’s Inspired Conversations project and starred the voice of legendary Yorkshire character actor Howard Lee.

Outcomes

TV Times remains second in the premium sector of the UK entertainment market, with readership of 1.2m consumers every week.