While awareness of the USA TODAY brand is high, the issue is that most Americans think of it only as the newspaper you find outside your hotel room door. The core DNA of the brand has always been about serving people by providing information in an entertaining way. So we developed a fresh positioning and campaign to show how USAT empowers readers to lead a smarter, more colorful life, no matter whether you're reading the newspaper, viewing the app or browsing the site.
For the television, we focused on a few key columnists to showcase the colorful minds behind the more opinion-driven content in an entertaining way. As publisher Larry Kramer likes to point out, they take the news business very seriously, but not themselves.