leader community newspapers
Leader had the perception amongst media buyers and advertisers that it was just a free local rag, stuffed in people’s letterboxes weekly. The reality is that Leader is one of the few tools in an advertiser’s arsenal that can truly target local communities.
Whilst developing a one-off radio ad to sell local classifieds, we wrote a simple line to end the commercial – ‘Locals Love Leader’. Before presenting the radio script, the agency went beyond and created a long-term brand vision for Leader. The strategy focused on the dual-purpose use of ‘Locals Love Leader’ as a way of talking to advertisers and readers.
ten-years on, ‘locals love leader’ is part of the fabric of the paper
it has defined the group and helped hold back the digital wave that has eroded the readership of many newspapers