The Guardian - Own the Weekend
Targeting - Readers who value quality content and seek inspiration for enhancing their weekends, making the most of leisure time.
Core Theme of 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.
About the
Campaign -
The Guardian's "Own the Weekend" campaign encourages readers to seize and shape their weekends with engaging content and activities.
Formula applied by the Campaign to elicit customer action -
The campaign encourages readers to embrace The Guardian's weekend content and make the most of their leisure time.
Business Title
A Look at
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.