Washingtonpost.com Introduces New Brand Identity

Newspaper site Washingtonpost.com launched a six-month, $6 million campaign that includes radio, television, outdoor, print and online advertising with a particularly heavy emphasis in the fourth quarter of this year.

Developed by ADWORKS, the campaign introduces a new brand identity for the Web site affiliated with The Washington Post newspaper. It moves washingtonpost.com from its current news positioning to a more expansive local lifestyle focus.

The message of the advertising is that washingtonpost.com contains everything you need to live your life better in the greater Washington area.

Television spots use a pulsating high-tech electronic sound accompanied by stop motion photography of metropolitan Washington area landmarks and scenes of everyday life.

The voice-over describes site resources with sweeping statements like “I have more lawyers than Capitol Hill” and then asks the question, “Who am I?” The spots are tagged, “washingtonpost.com. You live here.”

Television and outdoor launched Oct. 11 and will be followed by supporting print and radio. ADWORKS clients include Discovery Communications and Newseum, among others.

“If you are a local resident, you’ll notice this campaign — it is designed to be everywhere,” said Greg Eckstrom, vice president of marketing for Washingtonpost.Newsweek Interactive, the company that publishes Washingtonpost.com.

“It was important to deliver the message to consumers that washingtonpost.com is different from the newspaper.”

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