The 44-year-old magazine has called in help to reach its goal of increasing its circulation from approximately 55,000 to 300,000, following its relaunch at an unspecified date this autumn.
Kaper MD Chris McCafferty said the agency will be working on a corporate and media strategy, selling the story of its transition to a free magazine into the nationals, while the next stage would be targeting the consumer press to generate excitement.
He said: ‘It is a very well-loved brand and has a strong role to play, not just in the media but in the very heart of London.’
The first free issue, which will be available through vendors at tube stations and at other major transport intersections in central London, will aim to make a ‘big impact’, he said.
Time Out said it received an ‘overwhelming’ response when asked if it should become a free publication.
Tim Arthur, the editor-in-chief of Time Out, said: ‘Another exciting development with this new magazine is that it will be fully integrated into the huge portfolio of Time Out products that currently exist.’