Star Takes New Aim | Adweek Star Takes New Aim | Adweek
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Star Takes New Aim

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The Indianapolis Star targets younger adults and women in a new branding campaign from Young & Laramore, the newspaper's first in more than two years.

Five 30-second TV spots break on Tuesday for the Gannett newspaper. The commercials open with a microscopic view of the paper with a voice over from an actual Star reporter speaking about a story. The camera pans back to reveal a newspaper page and photograph of the story being discussed, said Brian Priester, the Star's vice president of market development. The spots end with the Y&L-created tagline, "See what happens."

"We did not want to just show people reading the paper, but connect them to the paper in a passionate way," Priester said.

The paper also wanted to attract new readers among younger adults and females, while not ostracizing its main readership base of older men, said Tom Denari, evp, strategic planning at the Indianapolis shop.

One spot with that aim has a col umnist talking about family life as a photo shows a woman with her children at the dinner table.

In another spot, a sportscaster recalls a basketball game he covered. The camera shows high school basketball players jumping off the bench after making a winning shot. The headline reads, "Basking in hoops glory."

Media spending on the campaign was not disclosed.

Y&L won the Star account in February 2001, following a review that involved three other Indianapolis shops. Its first work for the paper touted the Star's classified section.