At the heart of journalism lies a vital belief: Stories hold the power to spark dialogue, connect communities, and build trust.

When Contacto developed its campaign, “The Passion for Telling Stories,” the goal was not only to celebrate impactful storytelling but also to reposition a brand that has been evolving alongside its audience. 

Contacto, part of Mediahuis Luxembourg together with Luxemburger Wort, Luxembourg Times, and Virgule, is the leading voice for the Portuguese community, the largest within Luxembourg’s foreign population.

Over time, both the publication and its readership have evolved. Younger Portuguese generations are now well-established in the country or arriving with different expectations, perspectives, and professional backgrounds. This generational shift called for a renewed effort to strengthen trust, foster loyalty, and reinforce the brand’s relevance.

This is where the campaign was born: at the intersection of tradition and transformation, through an unusual yet powerful collaboration between the newsroom, the strategy team, and an external agency.

The initiative placed Contacto’s journalism itself in the spotlight, rather than simply promoting abstract values. By highlighting how and why stories are told, we offered audiences a deeper appreciation of the craft and reaffirmed the news company’s thoughtful approach.

How it started 

The creative spark came from the news company’s own name. “Tacto” translates to a word conveying touch, care, and sensitivity, inspiring a simple yet versatile framework: by pairing “Con” (which translates to “with” here) with different keywords, visuals reveal the spirit behind each story.

To bring this concept to life, the team went through the archives, choosing reports that had moved them and resonated with readers, showcasing the care behind reporting and the power of storytelling to make an impact.

These narratives were presented with striking photography and bold design, creating a visual language that was both modern and memorable. The result was a campaign that not only told audiences that Contacto is trustworthy, but it also showed them “why” and “how.” 

Step-by-step execution

The campaign unfolded in three phases.

The first phase focused on introducing the concept, making audiences aware of the “how” behind Contacto’s mission. Clean, bold visuals presented the keyword framework in its purest form, giving readers an understanding of the brand’s positioning.

The second phase expanded into spreading the word, completing the “how” with the “why.” Here, the curated reports were brought forward, with their keywords, photographs, and storylines featured across digital, print, outdoor, and broadcast platforms.

This stage was about sparking identification, allowing people to see themselves in the stories, while recognising the value and relevance of the journalism behind them.

Repetition was key. The final phase emphasised reinforcement to ensure message retention. The strongest-performing creatives and formats were repeated across media platforms, providing consistency and building familiarity. 

Making an impact

Launched in October 2024 with a long-term vision, the campaign continues to make a significant impact. 

Contacto’s readers have engaged more deeply with the storytelling format, spending more time within articles and exploring more of what the publication offers. Social platforms also reflected heightened interaction and growth, pointing to greater emotional connection with the brand.

Beyond metrics, the initiative achieved what it set out to do: it strengthened Contacto’s reputation, reinforced its journalistic credibility, and positioned it as a newspaper that tells stories not only with facts, but also with meaning.

“The Passion for Telling Stories” proves that such a cross-functional approach can result in compelling narratives without compromising journalistic integrity. More than just promoting a brand in a genuine and disruptive way, the campaign helped shift perceptions and reminded audiences of the role journalism plays in society.

At its core, the campaign underscored one thing: the most powerful way to promote journalism is to let the stories themselves do the talking.

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