BEYOND WORDS ? CHICAGO TRIBUNE LAUNCHES NEW BRAND CAMPAIGN
CHICAGO, March 10, 2001 – Just a week before the Chicago Tribune introduces its redesigned newspaper, it begins a new brand campaign designed to strengthen its leadership position in the Chicagoland market.
Using the tagline “beyond words,” the campaign includes television, radio, point-of-sale, transit, direct mail and in-newspaper advertising.
“Readers have told us there are specific benefits they seek in their relationship with the Tribune,” said Brent Katzmann, director of marketing communications for the Chicago Tribune. “Our readers are looking for value that goes beyond words on paper. By delivering on these benefits, we believe readers will turn to the Chicago Tribune more often.”
Television commercials will begin airing on Sunday, March 11. Media reach will be close to 100 percent of the market with spots scheduled to appear on local newscasts and high visibility programs such as the NCAA basketball tournament, “The Late Show with David Letterman,” “Saturday Night Live,” “Friends,” “The West Wing” and others in the coming weeks.
Chicago Tribune, which has published continuously since June 10, 1847, is one of nation’s largest newspapers with daily circulation of nearly 675,000 and Sunday circulation greater than 1,000,000. Chicago Tribune is at the forefront of providing its readers with the best in original content in the newspaper and on the Internet at chicagotribune.com and is part of Tribune (NYSE: TRB), a leading media company with operations in television and radio broadcasting, publishing and interactive ventures.
