Brand Campaign

“The campaign plays on the perception that

Philadelphia is perpetually misunderstood by outsiders,

and that The Inquirer serves as a

vehicle for residents to ‘feed their Philly bias.’ ”

“The campaign plays on the

perception that Philadelphia is perpetually

misunderstood by outsiders, and

that The Inquirer serves as a vehicle for residents to

‘feed their Philly bias.’ ”

“The campaign plays on the

perception that

Philadelphia is perpetually

misunderstood by

outsiders, and that The Inquirer

serves as a vehicle for

residents to ‘feed their

Philly bias.’ ”

The Philadelphia Inquirer in October 2023 launched its first large-scale creative brand campaign in decades, with immediate visibility throughout Philly on more than 60 billboards and other digital and print placements. Produced by award-winning Philadelphia-based firm Red Tettemer O’Connell + Partners, the provocative campaign utilizes a distinctly Philly voice to inspire people to reframe outdated perceptions of the city and the 194-year-old Inquirer, whose identities are inseparable. A startling phrase — “Unsubscribe From / Subscribe To” — runs throughout the creative and is sure to get people talking with sharp copy and bold visual treatment of The Inquirer’s “I” logo that breaks out of convention. The campaign is expected to reach over 70% of the market with over 50 million impressions in its first year. The campaign’s graphics and text showcase The Inquirer’s range of high-quality, Philly-first journalism. Unique imagery and phrases — from “Corrupt and Contented” to water ice to “Go Birds” — leave no doubt that the campaign is of Philly and for Philly, like The Inquirer. Learn more about the campaign.

“The Philadelphia Inquirer launches brand campaign to lure millennials”

“Philadelphia Inquirer brand campaign celebrates its ‘Philly bias’ ”

“Inquirer ad campaign leans into local pride and inside jokes”

“The campaign will blanket the region and reposition the 194-year-old icon”