‘Sun-Times’ Revives ‘Bright One’ Slogan

CHICAGO The Chicago Sun-Times next week will launch a print campaign promoting the newspaper as “The Bright One.”

The effort, created in-house under the direction of Sun-Times vice president of marketing Jaclene Tetzlaff, shows several real Chicagoans with quotes about why they read the newspaper. One ad shows a young mother and her baby with the headline, “No matter how much I’ve changed, the Sun-Times has always kept up with me.”

“The Chicago Sun-Times has always been Chicago’s local newspaper,” said publisher John Cruickshank in a statement. “It provides readers with solid news reporting and insight into what’s really happening in Chicago’s neighborhoods.”

The newspaper originally used “The Bright One” tagline in the 1970s. The campaign will run in the paper as well on outdoor boards and buses. There will also be a radio component.

Spending was not disclosed. The campaign is the newspaper’s first major effort since 1997, according to a company representative.

The effort comes as the newspaper’s competitor, The Chicago Tribune, is reviewing its $5 million advertising account. The Sun-Times‘ parent is Hollinger International.