Turbulence Rebrands ‘SunPost’ in Miami

ATLANTA Turbulence Advertising launched a new campaign today for theSunPost newspaper, the agency said.

The independent Miami shop got the account earlier this year without a review. The newspaper, the second-largest weekly in South Florida, had never worked with an ad agency before but wanted help rebranding the paper for its 20th anniversary this year.

The campaign includes bright orange outdoor ads that are appearing on bus stop posters, mobile billboards, delivery bags, T-shirts and wild postings. They carry slogans such as “How we got from Miami Vice to the magic city is one outrageous freakin’ story,” and “Stories are like nose jobs. A good one is hard to find.”

T-shirts carry the phrases “My story is bigger than your story” and “Show me your story and I’ll show you mine.” Street performance teams also are promoting the paper.

“Turbulence understood us and our history and created a campaign that is perfect for who we are and where we want to go using unconventional ideas and solutions,” said Andrew Stark, publisher of the newspaper in Miami. “Perhaps most impressive though, the rebranding has energized an entire staff that was initially skeptical of change.”

The redesigned paper debuts next month. Spending on the campaign was not disclosed.