The Dallas Morning News Launches New Brand Campaign: ‘This is Home’
The Dallas Morning News has launched its new brand campaign 'This is Home', aimed at building community and reinforcing reader trust in North Texas. The campaign, developed in collaboration with Medium Giant over 15 months, focuses on meaningful storytelling and shared experiences. It emphasizes the concept of intersections where stories, people, and perspectives meet, covering both triumphs and challenges in the region. The campaign will spotlight iconic intersections across North Texas, highlighting the newspaper's 150-year legacy of chronicling stories that shape readers' lives.
Il Dallas Morning News ha lanciato la sua nuova campagna di brand 'Questa è Casa', mirata a costruire comunità e rafforzare la fiducia dei lettori nel North Texas. La campagna, sviluppata in collaborazione con Medium Giant nel corso di 15 mesi, si concentra su narrazioni significative e esperienze condivise. Sottolinea il concetto di intersezioni dove si incontrano storie, persone e prospettive, coprendo sia i trionfi che le sfide della regione. La campagna metterà in evidenza intersezioni iconiche in tutto il North Texas, sottolineando il legame di 150 anni del giornale nel documentare storie che plasmano la vita dei lettori.
The Dallas Morning News ha lanzado su nueva campaña de marca 'Este es el Hogar', con el objetivo de construir comunidad y reforzar la confianza de los lectores en el norte de Texas. La campaña, desarrollada en colaboración con Medium Giant durante 15 meses, se centra en narrativas significativas y experiencias compartidas. Enfatiza el concepto de intersecciones donde se encuentran historias, personas y perspectivas, abarcando tanto triunfos como desafíos en la región. La campaña destacará intersecciones icónicas en todo el norte de Texas, resaltando el legado de 150 años del periódico en documentar historias que moldean la vida de los lectores.
달라스 모닝 뉴스는 '여기가 우리 집입니다'라는 새로운 브랜드 캠페인을 시작했습니다. 이 캠페인은 북 텍사스에서 지역 사회를 구축하고 독자들의 신뢰를 강화하는 목적입니다. 15개월 동안 Medium Giant와 협력하여 개발된 이 캠페인은 의미 있는 이야기와 공유 경험에 중점을 둡니다. 이야기를 통해 사람들과 관점이 만나는 교차점의 개념을 강조하며, 이 지역의 성공과 도전을 모두 다룹니다. 이 캠페인은 북 텍사스 전역의 아이코닉한 교차점을 조명하며, 독자들의 삶을 형성하는 이야기를 150년 동안 기록해 온 신문의 유산을 강조할 것입니다.
Le Dallas Morning News a lancé sa nouvelle campagne de marque 'Ceci est chez soi', visant à construire une communauté et à renforcer la confiance des lecteurs au Texas du Nord. La campagne, développée en collaboration avec Medium Giant pendant 15 mois, se concentre sur des récits significatifs et des expériences partagées. Elle met l'accent sur le concept d'intersections où se rencontrent histoires, personnes et perspectives, couvrant à la fois triomphes et défis dans la région. La campagne mettra en lumière des intersections emblématiques à travers le Texas du Nord, soulignant l'héritage de 150 ans du journal dans la documentation des histoires qui façonnent la vie des lecteurs.
Die Dallas Morning News hat ihre neue Marken-Kampagne 'Dies ist Zuhause' gestartet, die darauf abzielt, Gemeinschaft zu bilden und das Vertrauen der Leser im Norden von Texas zu stärken. Die Kampagne, die in Zusammenarbeit mit Medium Giant über 15 Monate entwickelt wurde, konzentriert sich auf bedeutungsvolle Erzählungen und gemeinsame Erfahrungen. Sie betont das Konzept von Schnittpunkten, an denen Geschichten, Menschen und Perspektiven zusammentreffen, und behandelt sowohl Triumphe als auch Herausforderungen in der Region. Die Kampagne wird ikonische Schnittpunkte in ganz Nordtexas hervorheben und das 150-jährige Erbe der Zeitung würdigen, die Geschichten dokumentiert, die das Leben der Leser prägen.
- Strategic brand repositioning to strengthen market presence and reader trust
- 15-month comprehensive campaign development indicating thorough market research
- Collaboration with sister company Medium Giant potentially reducing marketing costs
- Significant resource investment in marketing campaign during challenging media industry conditions
- Campaign addresses existing trust issues with media, indicating current market challenges
The campaign embodies a deep commitment to meaningful storytelling and the shared experiences of North Texans
DALLAS, Nov. 19, 2024 (GLOBE NEWSWIRE) -- The Dallas Morning News is excited to announce the launch of its new brand campaign: “This is Home.”
Designed to build community, reinforce reader trust, and resonate with people where they are, the campaign embodies a deep commitment to meaningful storytelling and the shared experiences of North Texans.
For more than 150 years, The News has chronicled the stories that shape the lives and perspectives of its readers, who are also its friends and neighbors. More than just a professional endeavor, this work is rooted in personal connection and dedication — because this is home.
The new campaign results from a collaboration between The News and its sister company, Medium Giant, an integrated creative marketing agency.
"This brand campaign with Medium Giant represents an exciting collaboration that goes beyond creative work; it's about building a meaningful connection with our members and our community who we want to become members,” says Grant Moise, chief executive officer of DallasNews Corporation, and president and publisher of The Dallas Morning News. “We hope this campaign helps break through the lack of trust in the media that exists in our country, and helps North Texans understand we want to help them make this community feel smaller, safer, and more like home."
Indeed, “This is Home” tells the full story of what it means to be part of North Texas. This includes the triumphs, joys, and challenges the community faces. From the pervasive impact of the fentanyl crisis and the challenges of the toll roads to stories that spotlight resilience and hope, The News is committed to covering the multifaceted nature of life in the region.
"Working with The Dallas Morning News to launch this new campaign has been a dream come true,” says John Kiker, president of Medium Giant. “Our team has spent 15 months researching, brainstorming, interviewing, and developing concepts, bringing to life an idea with the power to resonate deeply and make an impact on everyone who encounters it. I couldn’t be more proud of the team and the depth of emotional commitment they've poured into this project.”
An important element of the campaign is the concept of intersections — where stories, people, and perspectives meet. The News sees itself as an essential part of these intersections, providing its readers with the information and context needed to build their own views while appreciating the perspectives of others.
Launching this week, “This is Home” will spotlight iconic intersections across North Texas, bringing to life the places where stories converge and resonate. It’s an invitation to readers to see their home not just through the headlines but through shared experiences and deeper community ties.
Stay tuned as “This is Home” unfolds, continuing The News’ legacy of impactful, relevant journalism.
For more information, visit dallasnews.com.
About DallasNews Corporation
DallasNews Corporation is the Dallas-based holding company of The Dallas Morning News and Medium Giant. The Dallas Morning News is Texas’ leading daily newspaper with an excellent journalistic reputation, intense regional focus and close community ties. With offices in Dallas and Tulsa, Medium Giant is an integrated creative marketing agency with a leading roster of world-class brands and companies. Medium Giant is a wholly owned business of DallasNews Corporation. For additional information, visit mediumgiant.co.
For additional information, visit
dallasnewscorporation.com or email invest@dallasnews.com.
Media Contact
Kimberly Jones
Kimberly.jones@mediumgiant.co
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