The New York Times Live at Home

When Covid-19 hit and it became clear that The Times needed to completely overhaul their event strategy, as the leader of the Marketing team for NYTLive, The New York Times’ events division, I led the launch of Live at Home, a virtual event series. It was designed to help people better understand the world, through dialogue and shared experience. We wanted to give our readers and potential subscribers a new way to explore — and participate in — New York Times journalism all while building community, connecting readers with NYT journalists and each other. 

Over the course of three weeks in March and early April, I developed the strategy, creative brief, marketing plan as well as oversaw the execution of a marketing campaign to promote our new suite of virtual events. The campaign included digital, print and audio ads along with a social campaign that helped grow our subscriber database and bring readers closer to Times journalism by connecting with journalists directly.