A new weekly paper wanted to link up with a younger demographic of local readers and the advertisers that are targeting this youthful audience.

Gibbons | Peck:

• Created an advertising campaign that used bold, intense colors that would appeal to the young demographic and stand out from everything else on the newsstand.
• Designed a pair of billboards, placed in targeted locations across the area, to maximize views and increase readership of the fledgling publication.
• Produced a set of radio spots which ran on demographically-focused radio stations—giving a distinct voice to the brand and reaching the right people.
• Gave the paper a distinctive brand personality – assuming a dry, cynical tone that spoke to the readers in a style with which they can relate.

Results: The launch was more successful than anticipated. After only six months, the circulation stood at about 27,000 copies per week, available at more than 800 regional locations. Also, ad revenues have increased by more than 20% since the launch.