Sunday Times - For all you are

Sunday Times invests £3m in a new marketing campaign that changes the paper’s strapline for the first time in 17 years.

The new line will feature ‘The Sunday Times. For all you are’, replacing the old one, ‘The Sunday Times is the Sunday papers’.

The new campaign takes place on TV with a commercial featuring Peter O’Toole and coincides with the new re-design of the newspaper: a new typeface, masthead and full colour version. This is meant to give the Sunday Times a bolder, more inviting appearance. Assigning each section a colour is to make information search easier.

The communication tagline, ‘For all you are’ emphasises the multi-tasking and multi-dimensional people of the 21st century. Therefore, we all can be, a sports fan, but also look for travel information for our vacation and search for business news. Sunday Times wants to accommodate all that diversity in the newspaper’s audience.