NI appoints VCCP to refresh pay-wall strategy.(News International PLC)(Brief article)

News International, which is battling to attract readers to its Times and Sunday Times websites since putting them behind a pay-wall, has appointed VCCP to handle a social media campaign in a bid to build traffic.

The agency won the business without a pitch and will roll out its first project for the company later this year.

The campaign is understood to be based around a social media initiative that helps build up a stronger relationship with internet users who may have previously been sceptical about paying for online content.

NI erected a pay-wall for its Times and Sunday Times websites last month.

However, recent figures from comScore suggest …