The New York Times Takeover


In late 2021, GE announced its separation into three independent companies: aerospace (GE Aerospace), energy (GE Vernova), and healthcare (GE HealthCare).

They needed to find a way to celebrate this historic announcement that was as momentous as the news itself.

We collaborated with GE and New York Times Advertising for a cover-to-cover ad takeover of an entire edition of The New York Times newspaper, a first in The Times’s 171-year history.

On December 6, readers were met with a print edition all about GE: a cover wrap showcasing the three planned companies, ad placements revealing the impetus behind the transformation, interactive “focus breaks”, and a tribute to GE employees who helped develop key technologies.

The campaign also included ad takeovers across The Times digital homepage, “The Daily” podcast, newsletters, and The Times's opinion, business, science and DealBook sections.

The groundbreaking campaign became one of the most significant marketing activations in the company’s history.

The takeover outperformed Kantar B2B benchmarks overall by 239%, earning over 100 million press impressions, and a 57% average increase in brand familiarity for all three companies.