SE2 Climbs Our Mount Everest
Reading through the dead tree editions of The Denver Post, you will see that every section has been colonized by advertisements. But, for as long as the Denver Post has existed, there’s been one section off limits to advertisers.
The editorial pages have always been unavailable to those looking to pay to get their message out. The editorial pages were like the peak of Mount Everest before 1953 - full of possibilities but out of reach.
That was until yesterday.
Wednesday, Jan. 12, marked the first time ever that an advertiser placed its footprint upon this new frontier... and SE2 made it happen.
Is comparing buying a newspaper ad to summiting the world’s tallest peak a little … well, presumptuous?
Not to nerds like us.
Why are the editorial pages so important to us?
Because policy nerds like us read it and we thought the novelty of an ad in this section would get noticed.
How did we accomplish this unprecedented feat?
We asked.
Or more specifically, our trusted ad buying Sherpas at Inline Media asked on behalf of our client, Think About It Colorado, a public awareness campaign designed to spark a statewide conversation about patient safety and to drive reform in this critical area.
And we wanted an ad that was worthy of this unprecedented placement. Our creative team, led by Interim Creative Director Joel Hill, rose to the occasion, with a concept that was both clever and very much on message.
It worked. Combined with online and cable TV advertisements, The Post ad created a significant spike in visits to ThinkAboutItColorado.org and new people have signed up to support the education campaign.
- The First Denver Post Op-ed Ad!
UPDATE 1/14/10: Since we posted this item yesterday, the story has been picked up by Michael Roberts at Westword, Jim Romenesko’s Poynter blog (the top national site for journalism news), and Jeremy Story’s Denver PR Blog. Apparently, the dead tree editions of newspapers are still of interest to at least a few of us out there.
What do you think? Share your thoughts in the comments section below!
The editorial pages have always been unavailable to those looking to pay to get their message out. The editorial pages were like the peak of Mount Everest before 1953 - full of possibilities but out of reach.
That was until yesterday.
Wednesday, Jan. 12, marked the first time ever that an advertiser placed its footprint upon this new frontier... and SE2 made it happen.
Is comparing buying a newspaper ad to summiting the world’s tallest peak a little … well, presumptuous?
Not to nerds like us.
Why are the editorial pages so important to us?
Because policy nerds like us read it and we thought the novelty of an ad in this section would get noticed.
How did we accomplish this unprecedented feat?
We asked.
Or more specifically, our trusted ad buying Sherpas at Inline Media asked on behalf of our client, Think About It Colorado, a public awareness campaign designed to spark a statewide conversation about patient safety and to drive reform in this critical area.
And we wanted an ad that was worthy of this unprecedented placement. Our creative team, led by Interim Creative Director Joel Hill, rose to the occasion, with a concept that was both clever and very much on message.
It worked. Combined with online and cable TV advertisements, The Post ad created a significant spike in visits to ThinkAboutItColorado.org and new people have signed up to support the education campaign.
- The First Denver Post Op-ed Ad!What do you think? Share your thoughts in the comments section below!
posted by Megaphone Man at
10:51 AM
2 Comments:
Very smart ad! I like it!
Brilliant!
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