Evolving its traditional fall New York Times advertising blitz, Ralph Lauren will be the lone sponsor of the media outlet’s iPad app for September, will provide free access to five paid sections, run live streamed video and will usher in a new type of ad for the format.
A Times spokeswoman says this is the first time the app will have a single sponsor. Usually, there are six advertisers for the app, which launched in April 2010. It has since been downloaded 2.5 million times and receives 850,000 unique visitors per month, a Times rep says. The rep declined to say how much such a sponsorship costs. Reps from Ralph Lauren could not be reached for comment.
Ralph Lauren’s campaign will also provide free access to six normally paid sections of the app, including Fashion & Style, Home & Garden, T Magazine, Sports and Travel. In addition, the brand will run live streaming video of its Fashion Week runway show on Sept. 15 and introduce a new type of expandable ad called a “magalog.”
Ralph Lauren typically makes a big splash in the Times in September, when the industry introduces its new fall lines. In the past, the brand has executed front-page takeovers of the newspaper’s homepage.