How do you explain to people that a 150-year-old storied, daily newspaper, one that decided to end it's printed newspaper by the end of the year, is more relevant than ever? You put its amazing content front and center and bring to life The Atlanta Journal-Constitution’s motto: The Substance and Soul of the South.
We wanted a spot to showcase our amazing talent and new video work but also how we have expanded our coverage from Atlanta more broadly into Georgia and the region.
With The Substance and Soul of the South campaign, we blanketed the Atlanta metro market. This anthemic video hit people’s screens, showing the best of the AJC’s reporting: online, in our app, in videos and in podcasts. Print, paid social and out-of-home ads demonstrated how the AJC provides subscribers with the right mix of essential news and engaging stories.
Subscribers and potential subscribers saw the AJC’s evolution from a print stalwart to a modern and now all-digital media company. The campaign has driven an increase in search volume, helped boost subscription starts to a new level and lifted brand favorability.
