Campaign Goal(s): For twenty-eight years, Printers Row Lit Fest has attracted authors, booksellers, and book lovers from across the nation. 2012′s goal: make it the best year yet. Primary Target: Highly engaged Chicagoans who love literature, authors, and culture. Creative Strategy: Create a graphic theme and tonality that stood apart from previous years but connected…
Campaign Goal(s): When Printers Row Journal was introduced as a paid subscription available to Chicago Tribune subscribers, initial results were promising, but then went flat. New pricing tiers were created to expand interest, and a new campaign was needed to bring attention to the new options and to attract new prospects. Primary Target: Book lovers…
Campaign Goal(s): Chicago Tribune Charities, a McCormick Foundation Fund, wished to announce a significant milestone: $100 million in grants given since the charity’s founding. Primary Target: High household income, baby boomer and older, white collar, college-educated Creative Strategy: Create a celebratory logo and tone to capture the joy of reaching such an impressive milestone, and…
Campaign Goals: Generate awareness and clicks to the re-imagined Chicago Shopping, a portal dedicated to national and local shopping deals, but which had failed to get significant traction with its prior site focus. Primary target: Women, 25-54, city and suburban Creative strategy: Promote more than a site, but a brand. Emphasize bargains while maintaining the feminine qualities of…
Campaign Goal(s): To launch the iPad RedEye paid edition. Convey that RedEye is more than a digital edition of the paper, but includes a variety of media that leads to a unique user experience. Primary Target: Active, social Chicago iPad owners, ages 21-34 Creative Strategy: Create a series of communication pieces across a variety of…
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