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"Smart is the new sexy" campaign press kit
Created by The Martin Agency in Richmond, Va., for the Newspaper Association of America, the “Smart is the new sexy” ad campaign leverages a blend of engaging illustrations and entertaining anecdotes to reinforce the value of newspaper media to existing and prospective consumers.
Three different ads celebrate the distinctive editorial, advertising and community attributes delivered by newspapers. Each execution is supported by broadsheet and tabloid print creative (in color and B&W) and by digital banner ads in standard IAB sizes.
IMPORTANT: The images provided below are intended for use as supporting materials in editorial coverage of the "Smart is the new sexy" campaign only. Images may be run no larger that 3" x 6" and must be credited as "Courtesy of Newspaper Association of America." All other use is prohibited.
Smart Content (.jpg)
Smart Shopping (.jpg)
Smart Community (.jpg)
The campaign uses social media to foster online dialogue around newspaper media and to extend the conversation. Highlighting the multiplatform experience that is today’s newspaper, QR codes and digital prompts link audiences to a campaign Web page, www.naa.org/smartsexy, where they can read more about the “Smart/Sexy” newspaper connection, and where they are encouraged to share their own connection with newspapers by tweeting with the #smartsexy hashtag, or by posting comments or video clips to NAA’s Facebook page. Newspapers are also encouraged to use social media to promote the “Smart/Sexy” campaign within their own markets, while NAA contributes to the conversation at a national level through its own Facebook and Twitter accounts.
Leveraging the growing audience and advertising power of the medium it represents, NAA is making the ads available to more than 1,000 member newspapers through the Newspaper National Network, a sales and marketing affiliate of NAA. The ads are scheduled to run twice a week for six weeks beginning in late October, and NNN estimates they will reach 70 percent of U.S. adults, subscribers and nonsubscribers alike, an average of 7.4 times.