The Times and The Sunday Times newspapers are celebrating King Charles III’s upcoming coronation with a new campaign highlighting the historic nature of the event.

The campaign looks to encourage readers to interact with this new era via The Times and Sunday Times platform, ushering in perhaps one of the biggest changes in British life in the post-war period.

Aptly named ‘The Wait is Over’, the campaign draws comparisons between the public’s anticipation of the event – and King Charles’ own 70-year stint as heir apparent.

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“Our journalism provides everything people need to savour this special moment in history and our campaign aims to capture the sense of anticipation about the event,” The Times and The Sunday Times marketing director, Louise Agran said.

Developed by News UK’s in-house agency Pulse Creative (operated by The&Partnership), the hero creative features images of King Charles as child adorned with a hand-drawn crown – an allusion to his life-long destiny.

Pulse executive creative director, Russell Ramsey added: “The simple, iconic images of Charles as a boy will really stand out amongst the cluttered activity around the coronation.”

Assets will be rolled out across press, social media, YouTube, email and online display.