London 2012: The Times and the Sunday Times

News UK


The London 2012 Olympics represented the biggest opportunity in living memory for newspaper brands to significantly increase sales. The challenge facing The Times & Sunday Times was how to ensure that the titles could claim the lion's share of this increase ahead of competitors.

In addition, it was important to ensure that the editorial, marketing and promotional approach of the papers could increase commercial revenues from the large range of Olympic sponsors.

Differentiation would be achieved by developing unique products that only The Times and Sunday Times could offer and designing them in a way that attracted readers and ensured repeated purchase throughout the Olympics.

Readers needed to be reminded of the impact of print, the collectability of paper and the excitement that papers could deliver – even in a digital world.

National context of the campaign