By: Joel Davis Campaign Promotes Reader Emotions
SACRAMENTO, Calif. -- Market research shows The San Diego
Union-Tribune has a phenomenal 99% recognition rate among San
Diego residents. But recognition included some stereotypes the
paper is looking to change.
"It came off as solid, smart -- and, perhaps, a stodgy,
conservative vehicle for news," said Michael Mark, president of
matthews/mark. The San Diego-based marketing and public-relations
firm seeks to recast the paper's image with a lively, emotional,
and intentionally mysterious branding campaign, a first for the
paper.
The campaign -- introduced late last month with print, outdoor,
and electronic media ads that initially didn't even name the
newspaper -- uses the slogan "How will you be changed?" while
showing people from all walks of life experiencing a gamut of
emotions. "Consumers told us they have a much more intimate
relationship with the newspaper" than other media, Mark said.
"They drill down deep and are changed by discovery."
Union-Tribune Division Marketing Director Greg Hogan said
the campaign will be evaluated at year's end. "It's gotten quite
a buzz going," he noted. "It's not quite what people expect from
a paper that's 140 years old."
Joel Davis (jdavis@editorandpublisher.com) is West Coast editor for E&P.
Copyright 2001, Editor & Publisher.
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