By: Staff reports

Multimedia Campaign Juxtaposes Striking Images

The Los Angeles Times will launch a multimedia branding campaign on Sunday that
juxtaposes Southern Californians with dramatic news images from around the world.
The ads are scheduled to appear on television, cable TV, radio, buses, and billboards.

In one ad, women in bikinis stand in contrast to Muslim women draped in chadors. In
another, a man and woman sunbathing on a beach are pictured alongside a dead soldier
in Kosovo. A traffic jam on an L.A. freeway appears next to a military tank parade in

‘The ads are intended to be provocative as our newspaper,’ Times Senior Vice President
and Chief Marketing Officer Jim Helin said in a statement. ‘The campaign is an integral
part of an overall effort to promote our extraordinary journalism and highlight the
unique role of the Times and our Web site,’

Dennis Shirley, vice president, marketing, said the campaign aims to ‘connect with
readers on an emotional level and get them to read the paper on a daily basis.’ The
sharply contrasting images ‘are intended to make people think about how the Times
connects them to their environments and the world at large,’ he said.

Scheduled to run through September, the advertisements with the tag line, ‘Connecting Us
to The Times,’ were created by Ground Zero Advertising in Marina del Rey, Calif. The
campaign budget has not been released.


Staff reports

(c) Copyright 2000, Editor & Publisher

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