The ad campaign kicks off this week with teasers previewing the new international compact editions in the UK, Europe and Asia, ahead of the full launch on October 17 to coincide with the new design's debut.
It will include extensive pan-regional print, television and online advertising aimed at promoting the new print and online content package as a 24/7 news source, and highlighting The Wall Street Journal's global business news coverage, aimed at executives on the move.
Media buyers will also be targeted with a trade campaign running in Europe, Asia and the US. There will also be direct marketing, retail point-of-sale promotions, sampling and launch parties in the key cities of London, Paris, Frankfurt, Hong Kong, Singapore, Tokyo and New York.
As well as the reformatted paper edition, The Wall Street Journal is promising that it will be the newspaper to have a fully integrated online edition -- hence the incorporation of the WSJ.com URL into the nameplate.
Mario Garcia, the newspaper design consultant who has led the project, said: "The Wall Street Journal's nameplate has given the newspaper its identity for nearly 120 years and that was something special we wanted to preserve.
"But as we prepared to take the paper's international editions into a compact format, it was clear that the physical fusion of the print and online media meant visual fusion as well. This is revolutionary in terms of newspaper design -- it's the first model where the two different media are co-joined visually, as well as physically."
At the same time, The Asian Wall Street Journal will change its name to The Wall Street Journal Asia.
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