Taking the local ADDY Awards "Best in Show" title, The Capital Times "Local & Progressive" campaign put the stagnant local afternoon newspaper back on the map.
The campaign was made possible by a brand development process I developed and facilitated with members of the The Capital Times staff. From it, they embraced their local and progressive history and added a double-entendre approach by using powerful calls to action aligned with popular derogatory uses of one's local newspaper.
This self-deprecating, but smart, approach resonated with the City of Madison and solidified the paper's place in the public discourse.
One example of a family of ads that appeared online and in print around the City of Madison.
The front side of a subscription offer direct mail piece for The Capital Times.
The back side of a subscription offer direct mail piece for The Capital Times.
Another direct mail subscription offer targeted toward The Capital Times reader look-alikes.