Irish Times – Small Island Big News

The Irish Times, an Irish daily broadsheet newspaper, turned their newly launched digital subscription service into a future-proofed and viable revenue generator and halted the decline of a newspaper to deliver a ROMI of €4.26.

]Campaign details

Brand: Irish Times Agency: PHD Ireland and Owens DDB

Introduction and Background

'The first guy through the wall, he always gets bloody.' - John W. Henry

Founded in 1859, The Irish Times is one of Ireland's most prominent news publishers and is generally perceived as a liberal voice in Irish society. The newspaper is unique in that it is a Trust, which means that it has no beneficial shareholders and it cannot pay dividends. Importantly, any profits made by The Irish Times must be used to strengthen the organisation either directly or indirectly.