Gannett is launching a brand campaign to promote local journalism in three of its largest markets: Nashville, Austin and Phoenix.
The “Here For It” campaign, running now through October, was produced in collaboration with Lexington, Kentucky-based ad agency Cornett to boost awareness of The Tennessean, Austin American-Statesman and azcentral.com/The Arizona Republic properties and the unique value they provide each of their local communities.
With both shared and market-specific executions, the campaign aims to create a rallying cry for local pride and engagement while demonstrating how local journalism facilitates real-world connections, clarifying complex problems and serving as a catalyst for change, according to Gannett, which claims to be the largest U.S. newspaper publisher as measured by total daily circulation.
The 30-second spots feature local hotspots and star local journalists delivering the message that in this age of constant distraction, we should all be more present, engaged and involved.
Localized out-of-home placements and targeted social ads seek to turn heads with bold copy and market-specific cultural references. “We can fight injustice. You're on your own with the party buses,” says a Nashville placement, a nod to the traffic-snarling vehicles driving locals crazy.
“Pull that up, Jamie doesn’t count as journalism. Journalism by journalists. Not comedians,” reads an Austin OOH pairing, a reference to influential but untrained online personalities.
The phrase "Here For It" is used to express enthusiasm and support, says Gus Murillo, director of local brand marketing at Gannett.
“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,” Murillo says in a release. “But most importantly, it underscores the one thing that makes local journalism different…that we are here. We live here, we work here, and we love this place we call home, and we’re committed to making it the best it can be.”