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Wall Street Journal champions its journalists with biggest campaign in Asia to date

WSJ campaignPublisher Dow Jones has launched its biggest campaign in Asia to date to promote newspaper the Wall Street Journal.

The campaign, which the publisher tells Mumbrella is the biggest both in terms of media spend and scope, celebrates the Journal’s editorial staff, who tell their stories about what inspires them about being journalists.

The campaign reaches out to the newspaper’s readers and asks them to discuss what inspires them on the platforms #WSJbe and www.wsj.com/BE.

Those featured include the Chinese edition’s editor-in-chief Li Yuan, Asia news editor Patrick Barta, social media editor Maya Pope-Chappell and Juro Osawa, Asia tech correspondent.

The campaign will run in consumer and trade media, including print, TV, online, outdoor and social media.

“As a globally trusted source for accurate and influential news since 1889, The Wall Street Journal’s content has rapidly evolved to become increasingly digital and interactive. We’re delighted to deliver a unique brand campaign that reflects this ongoing innovation and intertwines the ambitions of our readers with our news team’s passion for journalistic excellence,” said Anjali Kapoor, Asia Pacific marketing director at Dow Jones.

The campaign was created in-house. TV production was handled by Lime Creative in Hong Kong.

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