Journal House by The Wall Street Journal
2020 Finalist

Journal House by The Wall Street Journal

Dow Jones

New York, United States

Category Best Use of an Event to Build a News Brand

Overview of this campaign

As a growing membership business, The Wall Street Journal built Journal House — a pop-up two-story brand space — to host our customers, clients and prospects at The World Economic Forum, Davos (Jan 2019) then Cannes Lions Festival (June 2019) and Singapore Week (Sept 2019). Guests were invited to participate and engage in the space through events with industry leaders, workshops, live broadcasts, networking and more. Beyond these activities, Journal House was created to drive audience engagement for our news, brand and commercial sides and to expand our Live Journalism business. This is because our readers strive for a genuine membership community and Journal House is the place they can make these connections.

Please find our qualitative and quantitative goals outlined below:

  • Create Interactive Brand Experiences: As fewer people read print newspapers, the primary objective of Journal House was to bring our brand to life and create a home for our membership. With this in mind, we hinged all of our design and production on, does this bring WSJ’s print newspaper to life? Across marketing, event and programming channels, we created integrated experiences that allow members to engage with our brand’s most iconic and owned content and iconography in ways they normally could not. We therefore aimed to drive positive sentiment that would be measured through our post-event surveys. 

  • Create Robust News Experiences: We wanted to create learning experiences and thought-leadership through live journalism, allowing attendees to see behind the story in ways that they normally could not. Specifically, we hosted interviews and dinners with luminaries like Satya Nadella (CEO of Microsoft), Ginni Rometty (CEO of IBM) and Marc Pritchard (CBO of P&G) and Jeffrey Katzenberg (Founder & Managing Partner of WndrCo); content creation like our live Q&As and Journal Reports; and performances by major artists including DJ Mark Ronson and Wyclef Jean and more. To maximize this objective, we also aimed to increase the number of events and attendees from our 2018 to 2019 efforts. 

  • Create Member Engagement and Sponsorship Opportunities: We wanted to create new revenue streams and engagement opportunities for our sponsors, partners and members.  


Results for this campaign

After its premiere at WEF Davos, Cannes Lions and Singapore Week, Journal House’s success with members, sponsors and industry peers (as outlined below) has inspired its return to all three locations in 2020. Journal House brings The Wall Street Journal to life and has become our largest most ambitious brand experience in under a year.

Journal House | WEF Davos 2019: 

  • Interactive Brand Experience: 

    • Journal House drove extremely positive sentiment: For example, “Journal House is one of the best spots in Davos. Thank you for the invitations and the great programming.” - The Co-Founder, EconomyFour

  • Robust News Experiences: 

    • We had a 100% increase in the number of events from our efforts in Davos 2018 versus 2019 (hosted in Journal House). 

    • +55% increase in guests from 2018 to 2019 (hosted in Journal House). 

  • Activation and Sponsorship Experience: 

    • Our campaign attracted great interest from sponsors, including Deloitte, Refinitiv, Philip Morris International, SAP and more

Journal House | Cannes Lions 2019

  • Interactive Brand Experience: 

    • Journal House drove extremely positive sentiment and brand affiliation: For example, “Journal House was undoubtedly a triumph – it looked gorgeous, had a good range of content and seemed to attract a mixed and vibrant crowd.” - Corporate Events Director of Quintessentially

  • Robust News Experiences: 

    • We had a 100% increase in the number of events from our efforts in Cannes 2018 (hosted on a yacht) versus 2019 (hosted in Journal House). 

    • Around +55% increase in guests from 2018 to 2019. 

  • Activation and Sponsorship Experience: 

    • Our campaign attracted great interest from sponsors, including Tech Mahindra, Salesforce, Deloitte and more 

Journal House | Singapore 2019

  • Interactive Brand Experience: 

    • Journal House drove extremely positive sentiment: For example, “Wonderful event and fantastic turn out. I thoroughly enjoyed the venue, the warm reception and the skillfully moderated session. Thank you for bringing WSJ to Singapore.” - CEO of Fuji Xerox Singapore. 

  • Robust News Experiences: 

    • We surpassed our guest attendance goal by 33%

    • Hosted a wide variety of events with notable speakers such as John Penotti (Producer), Venai Venkatesham (Arsenal FC), Steven Billiet (J.P. Morgan & Co) and more.

  • Activation and Sponsorship Experience: 

    • Our campaign attracted great interest from sponsors, including Huawei, Mont Blanc and Philip Morris International. 

Earned media coverage included notable mentions from the following outlets: AdWeekDigiday and The Drum.

 


Contact

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