The Times Says 'Sorry' for Taking Up Your Calendar

Wunderman is behind a new direct mail campaign designed to help The Times grow its subscriber numbers by reminding ‘trial’ members of the benefits of Membership – including invitations to private views, author readings, debates and chef events, among others.

The ‘apologies’ pack is based on the idea that subscribers will be so busy enjoying all these Times events that their friends and families will hardly ever see them anymore. 

The envelope tells the recipient that it’s “Time to start apologising to your friends.” Inside it are four elegant greetings cards that feature the lines: “I’m terribly sorry, can we still be friends?”; “I feel awful for letting you down”; “My sincere apologies, my diary’s full”; and “Please forgive me, I’ve made other plans”. It is being sent out to subscribers in the run-up to Christmas.

This campaign builds on a the theme of a previous work created by Wunderman for The Times, including ‘Mantelpiece’, where members were advised to clear their mantelpieces to make space for a huge wodge of invitations to special Times Plus events. That campaign coincided with a subscription price increase and resulted in a customer retention rate 30 per cent higher than the target.

Ben Gandy, Director of Subscriptions, The Times and Sunday Times, said: "I am really excited to work with Wunderman on this project. The Times and Sunday Times has an amazing range of events and benefits that are exclusive to members. These cards will help showcase these benefits to new customers so that they can get the most from their membership."