Promotional Campaigns, Background Information Philadelphia Inquirer
The Red Bull campaign, which ran on and off throughout the 2010-2011 year, was designed to help change the perception that young people don’t read The Inquirer. The reality, borne out by research, shows that is not the case at all. So we used a popular beverage that appeals to young people and compared it with The Inquirer. And that was the basis for our Perception/Reality campaign. The ad campaign, “Welcome to a Better Inquirer,” was used as the launch for the changes to the Inquirer in January, 2011. It presented all the changes and rationale for those changes in an easy to use and follow package for our readers to digest. It was designed to be kept as a reference. It was part of an overall campaign but it was placed on the cover of the newspaper so that our readers would get it straight away without stumbling through the paper and discovering changes on their own.