Gannett, one of the largest U.S. newspaper publishers, has launched a new brand campaign dubbed 'Here For It' that promotes local journalism. The new marketing initiative will focus on three markets -- Nashville, Phoenix, and Austin and was made in collaboration with Lexington, Kentucky-based ad agency Cornett to boost awareness of The Tennessean, Austin American-Statesman, and the azcentral.com/The Arizona Republic.
In addition to providing a rallying cry for local pride and engagement, 'Here For It' illustrates how local journalism can facilitate real-world connections, clarify complex problems, and lead to change. "The phrase ‘Here For It’ is used to express enthusiasm and support. Not only does the tagline connect with our consumer, it also provides a platform for us to communicate our purpose and our value, touching on all of the ways local journalism helps create a better home," said Gus Murillo, Director of Local Brand Marketing at Gannett. "
Local Journalism Campaigns
Gannet Recently Debuted the 'Here For It' Campaign
Trend Themes
1. Local Journalism Revival - As Gannett launches its 'Here For It' campaign, there is an opportunity for disruptive innovation in the revival of local journalism.
2. Brand Collaborations for Media - The collaboration between Gannett and Cornett has paved the way for other media companies to partner with advertising agencies for successful campaigns.
3. Community Engagement Driven Marketing - The 'Here For It' campaign by Gannett demonstrates the possibility of community engagement driven marketing campaigns for other industries to emulate.
Industry Implications
1. Media and Publishing - Media and publishing industries can benefit from disruptive innovation in their marketing efforts through community-driven campaigns like Gannett's 'Here For It' that promote local pride and engagement.
2. Advertising and Marketing - The success of the Gannett and Cornett collaboration shows potential for disruptive innovation in advertising and marketing industries through wider adoption of strategic partnerships.
3. Community Investments and Partnerships - Industries looking to establish deeper connections with their local communities can align with businesses and community bodies to form beneficial collaborations, as demonstrated by Gannett's partnership with local advertising agency, Cornett.