Chicago Tribune

Re-branding an already well-known brand

ENRE@CH was asked to help the Chicago Tribune re-brand their newspaper after completely recreating it from a design and content perspective. Building on their current reputation, but also re-shaping the elements of their brand became critical to the success of the re-launch. We created a new strategy, based on months of consumer product testing. Additionally, we built a campaign that encouraged new and lapsed readers to discover the new Tribune, while engaging current readers who would be concerned by any changes to the newspaper. The metrics of success would be the level of current readers rejecting the re-formatted Tribune, and the new subscriber rate, which would indicate new readers or lapsed readers giving the re-designed Trib a try. In both cases, the drop off rate was far less than expected, and the new trial rate was above expectations.