When the region’s most influential authority on business news decided to add a paid digital subscription service to its business model, its leaders knew they had to make a big statement. The Greater Baton Rouge Business Report turned to SASSO to develop a campaign that positioned the company for this next chapter. Part of this task meant SASSO would need to create messaging and visuals that reinforced the indisputable value that Business Report has delivered to its readers since inception. The campaign ran across print, digital, social, outdoor, and TV.
Collaborating with Business Report’s leadership team, we discovered the key insight was leveraging recognized, influential business leaders who shared how Business Report helps their business stay ahead in their industry. The “Insiders” campaign was devised to be simple, bold, visually contrasting in color, and relatable.
Print ads were a driving part of this campaign. SASSO strategically utilized the large following of Business Report and its parent company, Louisiana Business Incorporated (LBI), across its other owned publications such as 225 and InRegister. Highlighting the right professionals that business men and women could identify with played a key role in the campaign’s influence.