London, March 8, 2010: The International Herald Tribune (IHT) today launched a viral campaign [insert link] to raise awareness of its new editorial series, The Female Factor. Aimed at influential women in business and government around the world, its release coincides with the 100th anniversary of International Women's Day.
The viral, entitled It's a girl, was developed by London based creative agency Karmarama and tells the stories of thee women across the globe, highlighting their contrasting experiences. It is targeted at online channels, primarily women's networks and bloggers who write about women's issues, and has a dedicated Female Factor channel on U Tube http://www.youtube.com/watch?v=yDE9Wgf0Kfw.
John Scully, head of marketing for the IHT, said: "This is a high impact, thought-provoking viral that not only brings into relief the huge divergences in women's lives but also gives a true flavor of the Female Factor series, driving people to our content."
Nicola Mendelsohn, chairman of Karmarama added: "We wanted to create a viral that could capture women's imaginations and at the same time, make them aware of the fact that the IHT is covering the issues they really care about from its unique international perspective."
The Female Factor is a year-long series in the IHT, examining the most recent shifts in women's power, prominence and impact on societies around the world, and assessing how women are influencing early 21st century development. The "Female Factor" series aims to take the reader on surprising journeys where women's worlds intersect, whether they are in the western or the developing worlds, and answer the question: How does the ''Female Factor'' influence early 21st century development?
About the International Herald Tribune (global.nytimes.com)
The International Herald Tribune (IHT) is the premier international newspaper for opinion leaders and decision-makers around the globe. It combines the extensive resources of its own correspondents with those of The New York Times, is printed at 36 sites throughout the world and is for sale in more than 180 countries. Based in Paris since 1887, the IHT is owned by The New York Times Company. For more information about the IHT visit ihtinfo.com
About The New York Times Company (nytco.com)
The New York Times Company, a leading media company with 2009 revenues of $2.4 billion, includes The New York Times, the International Herald Tribune, The Boston Globe, 15 other daily newspapers and more than 50 Web sites, including NYTimes.com, Boston.com and About.com. The Company's core purpose is to enhance society by creating, collecting and distributing high-quality news, information and entertainment.
This press release can be downloaded from www.IHTinfo.com/press