Knight Ridder Hyper Local Campaign
Our first assignment from Knight Ridder was to build a campaign that promoted the websites for each of their 25 local newspapers, from Miami to San Jose. Our job: To convert newspaper readers to digital visitors. The one thing that each of their very diverse sites could promise was that they were the online experts on everything local. In newspaper ads that ran daily in each of their 25 papers, we crafted actual current content from each affiliated website into entertaining headlines. By juxtaposing two actual articles from the digital version of the local paper, we were able to both demonstrate the site’s breadth of coverage and prove that the website was the online expert on all local news. The biggest challenge in this case was in the creative department: We had to create 75 completely original print ads every month to keep the campaign fresh and local. Over six months, we produced over 400 funny, original, one-time-use print ads!
“Our goal was to create an integrated branding campaign that communicates the credibility, depth and breadth of our Web sites to a local audience. To accomplish this once can be difficult. But to develop a unique positioning and creative approach that translates from Aberdeen to Miami is a daunting task. The Hive’s combination of discipline and ingenuity delivered the right balance for us.”
Amy Dalton Director of Marketing and Communications Knight Ridder Digital
