Chicago Tribune Starts Multimedia Campaign

Share this article:
The Chicago Tribune Co. announced yesterday that it started a brand advertising campaign incorporating animation and graphics into messages that show how someone's day was made better by interacting with the Chicago Tribune.


The effort's television, print, outdoor, digital and direct marketing components were created by the newspaper's new advertising agency, DDB Chicago, which the company selected as its ad agency in May. The Tribune has a daily readership of more than 2 million and nearly 3 million on Sundays.


TV spots began airing Monday, and the first print ads appeared yesterday in the Tribune. Billboards, digital and DM components will follow in January.


To reinforce that the Tribune has something relevant and useful for everyone, DDB Chicago created graphic, iconic figures of people, showing what their life was like before and after coming into contact with the Tribune -- either in print or online.


The figures were designed by renowned animator and illustrator J.J. Sedelmaier, president and creative director of J.J. Sedelmaier Productions Inc., who is probably best known for the "Saturday TV Funhouse" spots on the "Saturday Night Live" TV show.


The tagline, "What's in it for you?" acknowledges consumers' varying interests and gets them to think about the value the Tribune provides every day.


Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

Mohegan Sun Bets on an Integrated Customer Experience

Mohegan Sun Bets on an Integrated Customer Experience

Casino and entertainment destination Mohegan Sun went all-in and overhauled its website to improve its guest experience online and on-site. The casino's payoff was big.

Former Lenovo Executive to Head Digital Marketing at Interakt

Former Lenovo Executive to Head Digital Marketing at ...

Elijah Degen brings 15 years of experience to his new role at the digital agency.

Analytics Is a CMO's Best Friend

Analytics Is a CMO's Best Friend

CMOs who want to extend their tenure should embrace analytics to improve marketing performance and enable innovation.