ATLANTA Push has launched a new broadcast and print campaign for the Orlando Sentinel, the first work from the independent agency since winning the account in February.
Tagged "The story of you," the Orlando, Fla., shop's effort appeals to the emotional connection people have for their local newspaper. Push chose that strategy after market research, based on focus groups and interviews, showed that readers want local news that is relevant to their lives and makes them feel connected to their community.
"A daily newspaper is much more than a comprehensive source of news and information," said Kathleen Waltz, president and publisher of the newspaper. "We must make a strong connection with the community every single day and keep a decidedly local focus in order to grow with our community."
The work includes 60- and 30-second television spots, print, outdoor, radio and Internet advertising. The ads will run through the end of the year throughout the metropolitan Orlando area, including Orange, Seminole, Lake, Osceola, Volusia, Flagler, Sumter, Brevard and Marion counties.
The campaign features some of the Sentinel's most notable photographs with accompanying copy stating, "This is the story of rocket ships in the night. Birthdays and highways. Storms of the century. Of kids who grew up. And grandfathers who never will. Of ballet slippers and science projects. Motorcycles and minivans. This is the unwritten story behind every story. The story of you."
Campaign spending was not disclosed.