Newsday Journalist Branding Campaign
2024 Finalist

Newsday Journalist Branding Campaign

Newsday

Melville, United States

Category Brand Awareness Campaigns

Overview of this campaign

The Newsday Journalist Campaign aimed to humanize our newsroom, showcase transparency as an organization, foster audience trust, a personal connection, loyalty and engagement. It positioned our team as relatable Long Islanders.

We wanted to resonate with the community, differentiating Newsday from competitors. Through compelling first-person bios, professional portraits, and engaging 60-second videos, this campaign’s goal was to deepen Long Island community bonds. Featuring 40 journalists across print, digital, email, CTV, OTT and radio, this campaign went beyond news delivery, sharing our team’s dedication and values. 

Through this initiative, we anticipated enhanced reader retention, increased subscribers and a stronger community connection. 

Check out all of our featured reporters at newsday.com/journalists


Results for this campaign

Our online promotions included a landing page at newsday.com/journalists, static and video ads featured on Newsday.com, plus sponsored ads on Instagram. We also produced TV commercials that aired across CTV, OTT platforms and Newsday.com. 

:30-second radio commercials featuring each journalist aired on local stations: Z100, 103.5 KTU, 102.3 WBAB, KJOY 98.3, WALK97.5 Power105, WOR710, Q104.3 and 106.7 Lite FM.

Instagram: 3.51 million impressions, 886,914 reached, 3.12 million video plays
YouTube: 1.69 million impressions, 761,469 views
OTT: 7.34 million impressions, 630,308 households reached and 536,923 visits

Additionally, we designed seven custom email blasts promoting the journalists with a click-through to their bio and the newsday.com/journalists page. These email blasts were deployed to an average of 322,000 people during campaign launches. 

Newsday Audience research survey results revealed that 37 percent of readers agree that Newsday reporters are really invested in the areas in which they report and that they instill trust in the Newsday brand. 

The survey results also revealed that 37 percent of readers felt Newsday made Long Island a better place to live while 38 percent concluded that Newsday cared about their well-being.

Sources:
Meta Business data
YouTube video ad data
OTT and CTV video ad data
Sailthru data

Newsday Audience research data

 


Contact

To contact a company representative about this campaign, click here for the INMA Member Directory

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