GE "New York Times Takeover"

General Electric

Case Study

  • Media

In 2021, GE announced it would separate into three independent companies focused on the critical growth sectors of aerospace, energy and healthcare.

To celebrate and commemorate this historic evolution, we partnered with the NYT, meeting readers with a cover wrap showcasing GE’s three planned companies, alongside interior ad placements revealing the impetus behind GE’s transformation and interactive activities.

The campaign included desktop and mobile home page ad takeovers, an audio ad spot takeover of “The Daily,” ad sponsorship of The Times’s AM and PM newsletter briefings, and digital takeovers of The Times’ opinion, business, DealBook sections, and so much more.