Adrian J Cotterill, Editor-in-Chief
Nice to hear about this Digital Out-of-Home campaign in Kyiv to promote the newly translated editions of Ukraine: The Latest, The Telegraph’s award-winning podcast (the podcast is now available in Ukrainian and Russian).
The campaign went live on February 24, the day world leaders gathered in Kyiv to mark the third anniversary of Russia’s full-scale invasion of Ukraine. It ran on large-format digital screens in and around Kyiv’s Gulliver Mall, as well as across metro screens in the city. The campaign served as a powerful statement of The Telegraph’s ongoing support for Ukraine.
Robbie George, Head of Brand & Editorial Marketing at The Telegraph, told us “The Telegraph is at the forefront of innovative audio journalism, constantly pushing the boundaries of how news is delivered and consumed. With the translation of Ukraine: The Latest, we wanted to maximise our reach with Ukrainian audiences, ensuring they have access to in-depth, trusted reporting. Delivering high-impact marketing like this not only strengthens the Ukraine: The Latest brand but also reinforces The Telegraph’s position as a pioneer in news podcasting.”
The creative features the podcast artwork, which displays the Ukrainian flag colours, and the title now translated into Ukrainian. This sits alongside a live counter tracking the number of days Ukraine has been at war, with a statement of unity “We’re still with you.”
The campaign was developed in-house by The Telegraph and planned and booked by Bountiful Cow, its first work for the newsbrand since winning The Telegraph’s media account in December last year.
Adam Foley, CEO of Bountiful Cow, said “We are extremely proud of this first project with The Telegraph. The need in the world for quality journalism has never been greater and Ukraine: The Latest is a towering example of that. On the third anniversary of this conflict, with the world watching, the objective of reaching both Ukrainian and Russian speakers with this podcast is something that really matters.”
The Telegraph hopes that launching the podcast in Ukrainian and Russian will make its reporting accessible to audiences on both sides of the front line, as well as across the wider region, including Central Asia and the Caucasus.
The podcast has earned major accolades, winning Best News Podcast at the 2024 Publisher Podcast Awards and Podcast of the Year at the Society of Editors’ Media Freedom Awards. You can listen to the podcast in all three languages on The Telegraph’s audio player, You Tube, Apple, Spotify, and other podcast platforms.
Credits List
Client: The Telegraph
Tom Hunter, Marketing Director
Robbie George, Head of Brand & Editorial Marketing
Florence Richards, Senior Marketing Manager
Luca D’Ambrosio, Design direction
James Gibbons, Design
Laura Bott, CopywritingMedia Agency: Bountiful Cow
Geroge MacKean, Business Director
Emma Burton, Account Director
Follow DailyDOOH