b
In an age when fewer people are reading newspapers, and even fewer young adults are reading newspapers, how do you launch a newspaper targeted to people in their 20s? That was the question the publishers of "b"' put to MGH.
Our answer? Don't treat it like a newspaper. Treat it like a fashion statement. Appeal to people's emotional side. Make "having b" equal to being cool. So in a series of outdoor boards, taxi toppers, street posters, and print ads, MGH posed various forms of the question: "Do you have b?" We used a fashion-advertising approach, depicting the hip, informed audience in a stylish manner.
It worked. The paper was snapped up in newsboxes all over town, and the publisher, The Baltimore Sun, recently had to increase circulation to meet demand. Further proof that even when the odds are against you, smart marketing can make the difference.
This outdoor board was part of a campaign that launched "b", a newspaper targeted to people in their 20s.
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This mobile billboard was driven through the streets of downtown Baltimore and was part of a campaign that helped launch "b", a newspaper targeted to people in their 20s.
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This taxi topper appeared on cabs serving Baltimore's popular nightspots. It was part of a campaign that launched "b", a newspaper targeted to people in their 20s.
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This bus side was part of a campaign that launched "b", a newspaper targeted to people in their 20s.
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This bus wrap was part of a campaign that launched "b" a newspaper targeted to people in their 20s.
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Spotlight
Rodney rescues the entire East Coast from boredom in our latest spot for Ocean City, Maryland.
Watch NowHello, we're MGH! A Baltimore, Maryland advertising agency, public relations firm, interactive development company, word of mouth agency, guerilla marketing firm, design agency, viral marketing firm, and social media marketing company, all rolled into one. It’s like a bunch of agencies, but that takes a while to say. So we simply call what we do "modern marketing." It means being able to employ every available communications medium to sell, promote, and otherwise market our clients. We've been at it since 1995 with great success. Take a look.
Out There
