When The International Herald Tribune joined with The New York Times to become The International New York Times, a global campaign was needed to retain the subscribers of the IHT while growing readership for the new entity in countries as diverse as Spain, Germany, India, Israel, and China. Included in the media were banner ads, TV spots, pre-roll video, outdoor, business-to-business, direct response, print, and retail signage. All in the local dialects. Oh, yes, and an elevator installation in airports.