The Guardian launches first major US marketing campaign

The Guardian has launched its first large-scale US marketing campaign under the tagline “The whole picture”, positioning the news organization as a global, independent and reader-funded alternative within the American media landscape.

The campaign features advertising across Outfront’s New York City subway network, with placements on several major lines and at key stations, as well as digital billboards in Moynihan Train Hall and opposite Madison Square Garden. It also includes paid audio advertising on the Vox Media Podcast Network, with host-read spots on Pivot, Where Should We Begin? with Esther Perel, and Today, Explained.

Katharine Viner, editor-in-chief, Guardian News & Media: “For more than a decade, the Guardian has built up a top-tier, thriving edition in the US, with coverage of the climate crisis, racial injustice, gun violence and politics that rivals the top news outlets in America. Over time we’ve grown our US audience to more than 40 million, including hundreds of thousands of paying supporters who value our independent, global perspective. Now, with so many US outlets under pressure and others choosing to compromise their editorial independence, we see it as the perfect time to re-introduce ourselves to an American audience.”

The Guardian plans to expand its US presence by hiring additional staff in New York and Washington DC, developing its first US-focused podcasts, and increasing coverage in sports, culture, and lifestyle ahead of the 2026 World Cup.

Anna Bateson, chief executive officer, Guardian News & Media: “Ever since we began asking US readers to support the Guardian, our revenue there has taken off, reaching 75 million dollars last year with even higher goals for the future. Now, we’re looking to take our advertising business to the next level, and I couldn’t think of a better time for our first major US ad campaign.”

Creative work was developed in partnership with Lucky Generals, with media planning and buying led by PHD. The campaign will also be visible across the Guardian’s owned channels, including newsletters, digital sites, and Guardian Audio.

Betsy Reed, US editor, Guardian News & Media: “As other outlets around us have sought to appease Trump by dialing down their coverage, we’ve held firm, and it’s helped cement our identity in the US. I’m thrilled to be a part of this moment at the Guardian, an outlet that provides American readers with something many other outlets don’t: fearless, global and independent journalism, free of charge.”

The campaign draws inspiration from the Guardian’s award-winning “Points of view” campaign from 1986, which demonstrated the importance of seeing multiple perspectives. In addition to the advertising rollout, the Guardian will stage an on-street stunt in Manhattan on September 24 and has partnered with a fashion brand for a launch event in the West Village.

Conner Tobiason, executive creative director, Lucky Generals: “Partnering with the Guardian on this campaign was an opportunity to do something that truly matters. In a country overloaded with hot takes, half-truths and eroding trust in journalism, working together to tell ‘the whole picture’ felt urgent and important.”

www.theguardian.com

Follow Marketing Report on LinkedIn