Wall Street Journal launches campaign to promote new lifestyle coverage

The Wall Street Journal said it is largely recognised for its business and financial news and analysis, but customer research highlighted that readers increasingly want insight on fashion, art, dining and technology.

The 'What in the world is going on?' campaign aims to highlight the journal’s recently expanded lifestyle coverage and show the journal’s commitment to world news.

The campaign, developed by Doremus Hong Kong, runs across television, print, online and outdoor. It was launched in Hong Kong on the city's electric trams and will be progressively rolled out across Singapore in June, as well as other countries in the region.

Christine Brendle, publisher of The Wall Street Journal Asia, said that as well as expanded coverage, the journal is also reaching new audiences across print, online and digital platforms.

She said, “Our Chinese and Japanese-language web sites, as well as our Real Time network and mobile apps, are all core to this effort to become more local and more digital—for readers as well as for advertisers.”