To promote its online local news platform NewsWorks, Philadelphia’s WHYY developed an unconventional campaign mimicking over-the-top advertising techniques and the limitations of news published in print. A team of designers and editors created a “print edition” of the online news site and used various tactics to distribute more than 36,000 copies to Philadelphia residents. Beginning Oct. 22 commuters could pick up copies as a handout offered at public transit stations and temporary newsstands. In addition, residents of some neighborhoods received copies that were delivered to their doorsteps.
NPR has launched a three-month multimedia marketing campaign that aims to increase audience for stations in four markets around the country. The campaign runs the gamut of media, including billboards, social media and print, TV and digital ads. Participating stations are KERA in Dallas; WFYI in Indianapolis; KPBS in San Diego; and WMFE in Orlando, Fla. NPR chose the stations based on their opportunity to grow audience and their eagerness to work with the network, according to Emma Carrasco, chief marketing officer for NPR. They were also selected for geographic diversity.