Knight Ridder Hyper Local Expanded Campaign
Although this campaign started in newspapers, it quickly became an internal favorite with Knight Ridder staff. After just a few months, they asked us to expand it in test markets to outdoor, television, and radio. We created a series of evergreen ads that worked across markets to underscore the point we were making with our very topical, news-centric newspaper ads: that Knight Ridder digital sites were the online home to local news in their 25 cities. The goal was to test whether limited TV and outdoor could drive awareness, and hopefully drive visits to their websites. Just as we were fielding this test, Knight Ridder was purchased by McClatchy Newspapers. Not only was it sad for us to lose a client, it was also sad to see the end of a giant in the newspaper business. We remain big believers in the importance of local newspapers.
“Our goal was to create an integrated branding campaign that communicated the credibility, depth and breadth of each site to their 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
