The Philadelphia Inquirer unveiled a multiplatform, multi-month model advertising marketing campaign at present, a part of a broader effort from the 194-year-old writer to reintroduce itself to readers following a model refresh spearheaded by chief govt and writer Lisa Hughes.
The marketing campaign, created by Philadelphia media company Pink Tettemer O’Connell, facilities across the sense of delight Philadelphians have of their metropolis. The core messaging explores the competing notions of subscribing and unsubscribing—key ideas, of their literal sense, to the writer, which now has 90,000 digital paying readers.
The marketing campaign performs on the notion that Philadelphia is perpetually misunderstood by outsiders, and that The Inquirer serves as a automobile for residents to “feed their Philly bias,” in keeping with Hughes.
“We all know we ask individuals to subscribe on a regular basis,” Hughes mentioned. “So we turned that on its head and requested them to unsubscribe—to antiquated notions about Philly, to their preconceptions of the information and to what others take into consideration town. Then we requested them to subscribe to one thing genuine.”
The marketing campaign is the primary model advertising effort from the writer in a long time, and it goals to boost consciousness of the newly revamped product amongst its goal demographic.
The Inquirer, like different publishers, has compensated for the difficult economics of digital promoting by investing in its subscription enterprise. By tying that consciousness intently to the idea of subscription, the writer hopes to carry new, probably paying readers into its ecosystem.
Feeding the Philly bias
Starting at present, The Inquirer will roll out its marketing campaign throughout 60 billboards, a buy-out of the print and digital properties and on buses all through town.
The marketing campaign will final for 4 months, though the artistic will rotate after the preliminary takeover. It’ll additionally embrace paid digital advertisements that The Inquirer staff will optimize relying on what resonates with audiences.