The Diamond Jubilee, marking 60 years of the Queen’s reign, was an opportunity for The Times to consider its heritage and remember the fact that it had been there throughout her time on the throne, witnessing the same moments in history that she had, and which the country was collectively looking back at in light of the celebration of the Jubilee.
With this in mind the campaign matched modern day photographs with identical photos from the historical archives to create a single iconic image spanning her reign. The simple copy sought to drive home the message that The Times would be delivering ‘The definitive Diamond Jubilee coverage’ as ‘the newspaper that has witnessed it all’. The campaign launched-in paper in weekly stages and was accompanied by a tactical ad, promoting The Times 12 Part History of the Queen’s Reign, as well as outdoor posters, and radio.