By: E&P Staff The Orange County (Calif.) Register is launching an advertising campaign around topics that appear in the paper -- the cost of gasoline, immigration reform, and healthcare -- called "Talk About It."
For the next eight weeks, the paper will deploy street teams made up of five to 10 people who will carry signs with questions like, "What's the real price of gasoline? Talk About It."
The street teams will be outfitted with "mobile interactive booths" to get people talking about the topics ranging from the death penalty to American Idol. Their comments will be videotaped and then broadcast in high-traffic areas from video screens.
"Our goal in constructing this campaign was to emphasize the value that the Register brings to people's lives, not only as a source of credible information but as a catalyst for community discussion," Jon Gothold, partner and chief creative director of DGWB, the agency handling the campaign, said in a statement.
Additionally, the "Talk About It" slogan will appear along the 57 Freeway and other high-traffic areas. Audio spots will air during drive-time radio and the paper plans to distribute bumper stickers.
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