Develop an integrated advertising campaign to celebrate the 125th anniversary of the Los Angeles Times. Throughout the year, special sections of the newspaper were distributed that highlighted the history of Los Angeles in a very special way. From cars and real estate to Hollywood and more, each section focused on the things that are near and dear to Angelinos.
To highlight these sections, as well as The Times’ contribution to the community, the first order of business was to create the tagline, “Do you remember your first…? We do.” What followed was a series of ads that appeared in print, online, movie theaters, radio and TV for the entire year, each taking a nostalgic look back at LA’s glorious past. This campaign garnered much praise and attention throughout the city of Los Angeles, and is considered one of the more memorable LAT campaigns in recent history. A significant increase in subscriptions and readership notably followed.