Magazine article Editor & Publisher

Smarter, Faster, More Colorful: USA Today Launches New Marketing Campaign

Magazine article Editor & Publisher

Smarter, Faster, More Colorful: USA Today Launches New Marketing Campaign

Article excerpt

When USA Today turned 30 last year, it redesigned its pages, revamped its website and introduced a new logo. As part of its continued re-imagination, the paper recently launched a marketing campaign titled "Smarter, Faster, More Colorful."

"To reinforce how we've evolved to truly be a next generation news provider, we wanted to focus on the benefits that our audience receives with USA Today," said Sandra Micek, senior vice president of marketing. "They learn more about a lot of things, more quickly and they enjoy themselves in the process."

According to Micek, the marketing team partnered with One Man in Havana, a New York-based advertising agency to develop the campaign, which featured television commercials and promotions across digital media including Facebook and Youtube.

"We know our audience and how they consume media so we wanted to be sure to reach them across those platforms as well as through our own print media," she said.

The campaign also showcases some of the paper's best journalists in short Youtube videos. …

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