This week, the Atlanta Journal-Constitution (AJC) introduces a sweeping new marketing campaign and a refreshed user experience across its digital products and the printed newspaper.
The campaign, “For the Greater Atlanta,” is part of a substantial reinvention of the AJC, which is transforming the storied 155-year-old newspaper into a modern media company. The AJC collaborated with Atlanta’s professional sports teams, Black-owned businesses and local restaurants to bring to life the spirit of the city and the AJC’s critical place in the region. The AJC worked with the local agency Dagger on the creative campaign.
The campaign also includes a limited-time offer for new subscribers to sign up for the AJC’s digital subscription for $1.99/week, for life – as long as they remain subscribers. “We are excited to harness the excitement of the brand campaign to attract new subscribers who will continue to benefit from our investment in the product and our journalism,” said AJC President and Publisher Andrew Morse.
Along with the marketing campaign, the AJC also revealed a new slogan: “The Substance and Soul of the South.” This slogan appears on the newspaper’s front page and across its digital products.
“Atlanta is one of the most dynamic cities in the nation, and it’s evolving every day,” Morse said. “We’re committed to being an essential and engaging part of daily life in this city and to telling its stories to the people of Atlanta, Georgia and the South.”
The campaign will reach more than half of the Atlanta market, with more than 143 million impressions through June. It will appear on billboards, linear TV, social media, streaming TV and more. Elements of the campaign will also appear in other cities across Georgia, where the AJC aims to reintroduce itself to potential subscribers.
Plans to Grow
The rollout of “The Greater Atlanta” campaign comes as the AJC recently launched an ambitious growth strategy to deliver 500,000 digital…
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