“The world looks to California to answer the hard questions, for redemption, to introduce the unfamiliar, to be resilient, because California bounces back, holds us accountable, values who we are, remains vigilant, defies those in our way, and stands for community.”
No, it’s not a travel and tourism ad, or a political ad. It’s an ad to drive newspaper subscriptions.
News media and journalism itself have been at the center of national debate for several years, compelling news organizations to express the value of trustworthy, fact-based reporting and journalistic integrity to consumers. A new campaign from the Los Angeles Times speaks to this issue and the value of a free press, not only for greater Los Angeles, but also for the state of California and beyond.
This is the paper’s first brand campaign since coming under private, local ownership more than a year ago. Under private ownership, the LA Times has expanded its newsroom, rebuilt its product offerings and is now focused on growing its digital subscriber base. LA Times is asserting its position “on the west coast in the center of it all” in its new brand campaign: “The state of what’s next.”
The campaign is composed entirely of photos and videos shot by LA Times’ award-winning visual journalism staff. The creative team was led by LA Times’ Chief Revenue Officer, Josh Brandau; Senior Director of Consumer Marketing, Mariana Rodriguez; and Creative Director of Consumer Marketing, Brandon Sides.
The spots were edited by Owen Oppenheimer of Cut+Run, colored and finished by Jogger and mixed by Lime Studios, all based in Santa Monica, Calif.