Changing Minds:
The Houston Chronicle, the premier newspaper in Houston, Texas, employs a two-site strategy, comprising the subscription-based HoustonChronicle.com and a free site, Chron.com. Formerly integrated, the site’s separation led to confusion, hindering brand differentiation and digital subscription growth. With the impending competition from the non-profit news organization AJP, the Chronicle sought to fortify its market dominance. Ideabar conducted qualitative and quantitative research, informing a strategic brand evolution and refined brand positioning for both platforms. This effort culminated in the “We Headline Houston” campaign, an integrated media initiative aimed at enhancing brand awareness and emphasizing the unique value of HoustonChronicle.com, ultimately driving new digital subscribers.
Moving Markets:
The campaign garnered more than 60M impressions and influenced over 6,000 subscription starts. It significantly enhanced the brand perception of HoustonChronicle.com, resulting in a notable 7% increase. Additionally, the campaign elements performed above industry standards for click-through rates (CTR), views and video click-throughs. The success of the campaign was acknowledged through various prestigious awards, including the 2023 Houston AMA Crystal Award, the 2023 Communicator Award for Excellence in Film & Video, and a finalist position for the 2023 INMA (International News Media Association) Awards.
