The Guardian - Own the Weekend
The campaign transforms the weekend into a personalized experience, suggesting that readers can "own" and shape their weekends with The Guardian's content.
The campaign encourages readers to embrace The Guardian's weekend content and make the most of their leisure time.
Targeting - Readers who value quality content and seek inspiration for enhancing their weekends, making the most of leisure time.
TARGET AUDIENCE
About the
Campaign -
The campaign transforms the weekend into a personalized experience, suggesting that readers can "own" and shape their weekends with The Guardian's content.
Core Theme of the Campaign -
1. Weekend Ownership: Encourages readers to take ownership of their weekends, suggesting that they can shape their leisure time with The Guardian's content.
2. Diverse Content: Showcases a variety of content, including articles, features, and activities to cater to different interests and preferences.
3. Personalization: Reflects the idea that weekends are personal and allows readers to curate their experiences through content choices.
4. Digital and Print Integration: Integrates seamlessly across digital and print platforms, ensuring accessibility for a wide readership.
5. Leisure Lifestyle: Positions The Guardian as a lifestyle companion, offering content that aligns with readers' leisure and entertainment needs.
6. Reader Empowerment: Empowers readers to make deliberate choices about their weekend activities, fostering a sense of agency.
7. Promotional Events: Organizes events or partnerships to enhance the campaign's impact and encourage active participation.
8. Weekend Inspiration: Serves as a source of inspiration for readers to make the most of their weekends and enjoy quality leisure time.