Best News Websites, Best Newspaper Websites

Like many of its newspaper counterparts, The Atlanta Journal-Constitution (AJC), too, was losing ground to alternative media, and suffering from a declining readership and subscriber base. Additionally, research indicated that AJC was perceived to be stodgy and biased. To curb this downward trend, AJC turned to IQ to launch the completely redesigned Sunday newspaper.

IQ responded by first creating an overarching campaign tagline intended to change perception and bring relevance to a younger, multi-modal audience, “Unplug. It’s Sunday.” Leveraging this tagline, IQ designed and produced a sixty (60) second television spot, a microsite and rich banner program.

The microsite features five rooms that users can seamlessly roam to explore the redesign features of the new Sunday paper, find hidden “Easter eggs” for a chance to win a free subscription and unwind. The sixty (60) second television commercial juxtaposes the frantic pace of a plugged-in workweek with the serenity of reading the paper Sunday morning. Interactive, rich banner ads were developed to drive traffic to the site and tie together the paper redesign and microsite look and feel.

In total, the campaign successfully repositioned AJC with a younger demographic and resulted in thousands of leads through the subscription offer.

Contributors:

Associate Creative Director:	Mason Poe
Account Director:	Paul Collins
Art Director:	Chesley Lowe
Writer:	Brandon Barr
Creative Director:	Joel Krieger
Executive Creative Director:	Tony Quin
Video Producer:	Cathy Thomas
Editor:	Jimmy Milans
Sound Design:	Joel Edwards
Post:	Daryl Meyers

IQ INTERACTIVE

Location: US