The new brand campaign launches nationally with three posters and follows exceptional referendum sales figures and impressive year-on-year performances for The Times and The Sunday Times, demonstrating their continued relevance as newspapers of record.

The new end line - “Know your times” – speaks to the need for quality journalism from these premium newspapers. Both The Times and The Sunday Times are respected internationally for their heritage and professionalism, based on reliable reporting and insightful opinion and analysis. To “Know your times” relies on quality content: the hallmark of The Times and The Sunday Times.

This proven pedigree is reflected in the new brand positioning and media campaign, which focuses on the need for trusted news sources to make sense of our fast-changing world. The Times’s coverage of the EU referendum was recently named among the most “evenly balanced” of all UK newspapers, by both the Reuters Institute for the Study of Journalism and the Press Gazette “Brexitometer” survey.  Loyal and new readers reach for both titles as they try to make sense of the world around them –  now more than ever.

The new brand campaign is based on in-depth audience analysis by the behaviour change consultancy Verbalisation. The end-line, visual identity and TV commercial are designed to appeal to modern readers who need news on their terms, on a variety of platforms, across a diverse range of subjects. The creative work was produced by News UK’s on-site agency, Pulse Creative.

John Witherow, Editor of The Times and a former editor of The Sunday Times, said:  

Times readers know the value of accurate, balanced journalism that helps them to navigate the tidal wave of news. They come to us for our proven ability to sift fact from fiction and to publish opinion from across the political spectrum. They understand the difference between being informed and well-informed.”

Martin Ivens, Editor of The Sunday Times, said:

Catherine Newman, Marketing and Sales Director, The Times and The Sunday Times said:

Our premium news brands have always set the industry standards and this new and relevant positioning will help us ensure that we remain the go-to destination for news you can trust and use”.