Rives Wins Award for ‘Chronicle’ Campaign

DALLAS Rives Carlberg has won Media magazine’s 2004 creative media award for a campaign that helped promote the redesign of the Houston Chronicle, the agency said.

The Houston-based shop won best media plan for its campaign that supported the local newspaper’s July redesign. The effort included TV, radio, print and outdoor elements that targeted light to moderate readers and former subscribers who had lapsed.

In addition, the agency used guerilla-marketing tactics to reach Houston’s major business districts. Pedal cabs sported backlit Houston Chronicle signage, 30-foot graphics were projected onto the exteriors of buildings and elevator ads were displayed in more than 35 office towers.

Rives also used high-profile events like the Major League Baseball All-Star Game, Copa de Tejas soccer games and NASA’s hot air balloon event Ballunar Liftoff to reach readers. Once sidewalk graphics guided attendees with the messaging, “It’s new. See for yourself,” street teams then greeted guests with targeted sections of the redesigned paper and branded water bottles. Materials were developed in both English and Spanish.

“Launching the redesign of the Houston Chronicle was an exciting project for Rives Carlberg,” said Pam Warren, agency vice president and media director. “We are extremely honored to be recognized on a national level.”

Other finalists in the media plan category included TM Advertising for Subaru, Starcom for Kellogg’s, Horizon Media for A&E and Cole & Weber/Red Cell for Science Fiction. Rives Carlberg received its award at a recent ceremony in New York.