Herald Trumpets New Look

The Boston Herald last week launched a $2 million multimedia effort touting the tabloid’s redesign, which hits newsstands today.
Its biggest advertising push yet, the campaign promotes the newspaper’s cleaner look and added features, while reassuring readers it will retain its sports, lifestyle and news coverage. The tagline: “The shortest distance between you and the news.”
“It’s as aggressive and large a buy as we’ve ever made,” said Boston Herald publisher Pat Purcell, who compared the scope of the campaign to its last big buy, “Boston moves to the Herald” campaign, in 1996.
Created by freelance creative director Stu Cooperrider, the campaign consists of TV spots, radio ads, billboards on major roads around Boston as well as what Purcell termed a “massive” direct marketing push targeting the home delivery segment.