By: E&P Staff
The Newspaper Association of America unveiled the second leg of its advertising campaign during the organization’s marketing conference in Las Vegas this week.
The campaign, which launched on April 2, is part of the NAA’s $75 million ad push announced in 2006.
“The 2007 campaign will accelerate the momentum we gained in 2006 and communicate to advertisers the exciting transformation story of newspaper media as a 21st century destination,” John Kimball, NAA senior vice president and CMO, said in a statement. “We plan to accomplish this with a more aggressive tone, a contemporary look, and the introductions of a new tagline.”
The first campaign, which launched last spring, featured Edwardian dandies and circus animals touting the benefits of newspapers. This year, the creative focuses on newspapers of the future — a Matrix-like man rendered in clay who is elaborately wired in order to read the paper. The copy: People don’t read newspapers the way they used to. … Today’s newspaper isn’t just about paper. It’s an innovative, multimedia experience that engages readers with news, opinion, and advertising. The tag: Newspaper. The Multi-Medium.
The NAA worked with the Martin Agency in Richmond, Va.