Time Out’s global rebrand to Time In has attracted international industry praise since going into effect on March 13
Time Out’s rebranding to ‘Time In’ in response to the Covid-19 crisis has won a reader poll of March campaigns on PRWeek UK.
Readers of the public relations industry website were invited to vote on five ‘Campaigns We Liked’ flagged by the website for March. ‘Time In’ attracted over 75 per cent of reader votes.
PRWeek anointed the Time In rebrand as “a clever, zeitgeist-grabbing bit of PR that dovetailed perfectly with the media outlet’s new focus on virtual events.”
Time Out’s global rebrand to Time In has attracted international industry praise since going into effect on March 13. Around 30 pieces of coverage have appeared so far across trade publications within the UK and the US alongside noteworthy media outlets sharing supportive and positive responses.
“Time Out's simple rebrand makes perfect sense,” writes Daniel Piper on art and design website creativebloq.com, adding it’s “a great example of making the best of a bad situation. It's incredibly simple, and manages to maintain a sense of fun.”
In the UK, The Drum published two articles; there were also two articles and a print feature in The Guardian; and Time Out Global CEO Julio Bruno appeared on Sky News (via Skype). Recognition for Time In has also swept across several key trades in the US including Campaign, Adage, MediaPost and The Drum. Locally, the rebrand featured on ABC TV’s MediaWatch.
Social media reaction in Australia has also been effusive with 126 comments on Facebook posts announcing the change, almost all praising the rebrand:
Time Out Australia readers have responded enthusiastically, with higher traffic numbers and the best Facebook interaction rate of their competitor set. Time Out Melbourne also enjoyed its highest ever traffic month, with a 50 per cent YOYO increase.
Globally, March 2020 was Time Out’s highest ever traffic month, with 21.9 million unique visitors (an increase of 17 per cent YOY). Among the 315 cities internationally that have a Time Out, Sydney posted the fifth highest traffic overall and Melbourne, the third highest (only London and New York did better).