In support of the single brand strategy unifying all products, The Atlanta Journal-Constitution has launched its largest-ever effort to focus on the hard, behind-the-scenes work of its journalists. The multimedia campaign, which will span digital and social channels as well as broadcast, print, and outdoor, highlights 11 journalists and what makes them press on with their work, especially given the challenges in today’s news business. “It’s all about their calling and their persistence to get the facts, the real story,” said vice president of marketing, Amy Chown. The yearlong campaign carries the consistent message of “Press On.”
Chown, who led the comprehensive overhaul of The Atlanta Journal-Constitution brand with Hall and Riley, said, “The campaign is just one expression of all we are doing. We are focusing on the value of real, fact-based journalism across the board. It is who we are. News may seem like a commodity now given its free availability on social media, but the people keeping the First Amendment active locally certainly are worth celebrating and, frankly, paying for. The benefits of a free press can’t be provided for free. We are unapologetic in proudly saying our brand and journalism deserve the support of our community.”
To learn more about The Atlanta Journal-Constitution’s strategy, unified brand portfolio of products and examples of the “Press On” campaign, please visit www.ajc.com/presson.