Washington Examiner, TV
CHALLENGE: How to attract the primary target for the campaign — influential politicians, personalities, lobbyist, business and opinion leaders in and around the nation's capital. SOLUTION: The positioning and tagline, “Intellectual capital for the nation’s capital,” portrays the intelligence, integrity and passion of the Examiner's most well known and valuable assets — the columnists and reporters. They make The Washington Examiner a must-read for those interested in politics and policy. Television/videos, bus, subway and outdoor executions are all featured in the campaign.