Sweeping in a new brand
Reader’s Digest needed to make a big splash to invigorate the brand. The magazine publication was only one of many print and digital properties launching new mobile apps, and Reader’s Digest wanted to reconnect with America. The recession was just ending and the brand wanted to help rejuvenate everyone.
The renewed vision was the beginning of We Hear You America. We asked all the cities and towns in the United States to tell us what they would do if they won $10,000 in prize monies and tons of exposure in the print and digital channels of Reader’s Digest. This national sweepstakes competition welcomed any city to rally its employees, citizens, and friends to nominate and vote for their city to win. The top 100 cities would win prize monies and exposure in Reader’s Digest publications.
Experiential events driving a media blitz
A national tour kicked off with a brand ambassador team driving the WHYA RV across the main highways and back roads of America visiting the top 100 cities. Nominations drove the 100 city visits which happened in 100 days. The team was sure to stop at many of America’s most interesting spots to help raise awareness for WHYA. See the team skydive the mid-west, spelunking in the south, and jamming in New Orleans while showing off the best known and hidden gems of America.
The tour was joined by supermodel Niki Taylor, who represented the core Reader’s Digest brand. Niki and the team were on television and radio shows across America, and of course received tons of print coverage, as well.