The New York Post knows how to get attention in the five boroughs. But in California?
As newspapers shutter across the US, The New York Post decided to launch a new one. 3,000 miles from home.
Our launch campaign had to translate the elbows-out style of the Post to more laid-back climes. But we also had to explain why anyone should care about any new paper.
Fortunately, we had an idea about that.
Trust in journalism isn’t being lost because journalists have opinions, but because they pretend not to.
That inspired our campaign idea, which we kept dead simple. If others won’t say it, we will.
This came to life in wild postings in LA and SF ahead of the launch, followed by an eight-week blitz with undeniable results.
#11
Debut of the California Post app on the iOS Store
3 weeks
Time taken to hit annual print subscriber goal
488 million
Impressions earned in eight weeks
