Chicago Tribune Starts Multimedia Campaign

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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.


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