A Friendlier, Kinder Post Is Online

Adworks Avoids D.C. Paper’s Elitism in an Everyman Campaign
ATLANTA–If “you live here,” you can’t miss it.
That is the plan behind an expansive new multimedia campaign launching today for Washingtonpost.com. It introduces a new brand identity for the Web site affiliated with The Washington Post, which is moving from its current news positioning to a greater lifestyle focus.
The $6 million campaign, courtesy of Adworks in Washington, D.C., includes television, radio, outdoor, print and online advertising. The media emphasis is on fourth-quarter buys, said Erin O’Shea Starzynski, communications director for Washingtonpost.Newsweek Interactive, The Washington Post Co.’s new media and electronic-publishing subsidiary.
Three TV spots mix the thumping pulse of techno music with stop-motion photography of D.C.-area landmarks and scenes of daily business and personal life. A commanding voiceover suggests the enormity of the Web site with statements like “I have more lawyers than Capitol Hill and more restaurants than Bethesda” and “I contain more jobs than the Department of Labor” before asking, “Who am I?”
All the TV ads are tagged “Washingtonpost.com. You live here.”
The object is to show that the Web site will help all D.C. residents and visitors, said Adworks creative director Mark Greenspun.
“The Post has always had a problem with haughtiness, it alienates a lot of people,” Greenspun added. “The newspaper’s slogan has been, ‘If you don’t get it, you don’t get it.’ There’s a little bit of peer pressure. What we’re saying is: ‘We’re in this with you.’ “
Outdoor executions reiterate the television copy with images of blurred commuters, piles of money and the tip of the Washington Monument. Both media break today; supporting print and radio will follow.
“If you’re a local resident, you’ll notice this campaign. It’s designed to be everywhere,” said Greg Eckstrom, client vice president for marketing. “It was important to deliver the message to consumers that Washingtonpost.com is different from the newspaper.”
The site, which tallies about 70 million hits per month, offers news and features from the paper, exclusive articles and online discussions with Post writers.