To help Schurz Communications, a publisher of twelve daily newspapers across the country, grow its readership, HRB developed a campaign that focused on the very thing that newspapers do best - report the news. After all, what good is a newspaper that doesn't give readers the whole story?
With the "Get the Whole Story" campaign we developed ads that depicted images of newsworthy events with critical information missing. Firefighters extinguishing a fire. But was it arson or a training exercise?
With the TV, outdoor and print ads we showed readers the value of Schurz newspapers. And it worked - subscriptions increased.
