Campaign fight neighbours, plays on sense of identity
Article Abstract:
The Clark County, WA-based newspaper The Columbian implemented a marketing campaign that seeks to help the community regain its sense of identity while protecting its readership from rival out-of-state publications. The newspaper acted on the fact that the people of the community resented being referred to as Oregonians. The campaign resulted in a 3% increase in readership for The Columbian while making life more difficult for its competitors.
Publication Name: IDEAS
Subject: Business
ISSN: 0896-1441
Year: 1999
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Buses, billboards create message using dog as consistent theme
Article Abstract:
The Bakersfield Californian has implemented a branding campaign using billboards and buses. The buses, which featured a dog retrieving the newspaper, has received a large number of positive feedback from the community and has allowed the staff at The Bakersfield Californian to target a specific market. The promotion, which has been implemented for over a year, has been continued for another year because of its success.
Publication Name: IDEAS
Subject: Business
ISSN: 0896-1441
Year: 1999
User Contributions:
Comment about this article or add new information about this topic:
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