Situation : The Times was seen as a paper with a narrow mindset. This wasn’t actually true.

The Times prides itself on having many differing opinions and voices on any particular story.

Brief : Help launch the Times ‘Find your voice campaign’ to its readers and potential readers around the world.

Objectives : Reposition The Times as a paper that represents many differing voices.

In 1963 nobody got to hear President Kennedy’s hugely important Trade Mart Speech.

In 2018, digital craft in the form of sound design & audio technology brought his Unsilenced speech

to the attention of over 1 billion people.

The Times campaign ‘find your voice’ aims to help people to find their voice through the news and opinions put forward by the Newspaper. Using tech to help millions of readers find the voice of one of the most respected Presidents in these unusual times felt like the perfect way to launch the campaign. Our strategy was to find a relevant story that could reflect our brand idea ‘find your voice’ and then let PR bring it to as many of our and our rivals readers as we could.

The Dallas Trade Mart Speech is a world first, an AI audio speech made completely out of data from hundreds of archive recordings of old JFK speeches.

This breakthrough technique involves smart splicing small phonetic fragments of speech - typically around 250,000 individual segments, down to 3 milliseconds in duration to allow JFK to finally deliver the best speech never heard. We ran the story on the front page of the Times and over the next week we reached over 1 billion media impressions as our rivals around the world picked up our story and ran with it.

Subscription requests = 17k

Twitter reach = 51 million.

Global Media Impressions = 1 Billion.

Business impact - Every one of our rivals covered the story. (Guardian, New York Post, Daily Mail, Daily Mirror, Sun, Evening Standard, Washington Post, Independent plus hundreds of titles around the globe plus Tv, radio & online publications around the world - BBC, Sky, ABC etc).