Dallas Morning News
More Reporters. More Reporting.

Making headlines and turning heads to increase local awareness

Campaign Objective

The Dallas Morning News wanted to promote the power of their reporting team—with more reporters and coverage than any other news source in the area within the Dallas market—to grow their readership base.

Our Solution

With a new campaign featuring bloodhounds to illustrate their tireless “pack” of reporters, The Dallas Morning News leveraged Intersection’s presence in the Dallas area to deliver high-impact and creative executionsranging from fully wrapped buses to king-sized unitsacross Intersection’s bus and rail media network. The on-the-go bloodhounds were “unleashed” on the streets of Dallas, whimsically depicted along bus exteriors with their heads sticking out of the windows.

These executions turned heads and effectively communicated the newspaper’s message: its robust staff delivers better coverage than competitors.

The Impact

  • 17.5+MM

    Impressions delivered

  • 8

    Media forms used across bus and rail

Source:
Geopath, Intersection, OAAA

OBIE '13

Finalist, Media
Dallas Morning News