Cincinnati Enquirer
The Cincinnati Enquirer, or less formally, The Enquirer, has been a Cincinnati institution for 185 years. Yes, you heard that right – it’s been around since before electricity existed in Cincinnati. Founded in 1841, it’s one of the oldest newspapers in the US, and the oldest paper with a Sunday edition. It’s so ingrained in Cincinnati culture that locals simply refer to it as “the paper”.
Newspapers are thought of as dinosaurs, everyone gets their news and entertainment from online sources these days. Newsflash! The Enquirer is that source for Greater Cincinnati – yes, even for the youngins.
We decided to lean into our age and honor the rich history, and therefore insider iykyk idiosyncrasies of Cincinnati, that only a 185-year-old paper could have. If you’re a sports fan from Cincinnati, you were born already knowing the “Who dey” chant. Asking “What school did you go to?” is always the first line of questioning when you meet somebody new from Cincinnati. Some might say these things are a bit extra, but like Cincinnatians themselves, The Enquirer too is a bit extra extra.
We soft-launched a teaser of the “A bit extra extra since 1841” campaign on the Bengals season opening game with a full cover wrap of the Sunday paper, with a headline that leaned into the “Who dey” rally cry. Of course, we also released the digital versions of the ad on the app and our social channels.
Has the campaign raised a few eyebrows and ruffled a few feathers? You bet, just like the Enquirer itself has done for 185 years. Keep an eye out for some potentially polarizing OOH billboards and kiosks strategically located around downtown Cincinnati for the Blink light festival, which starts on October 8th. The campaign will also include social, OLV, and radio spots, as well as “A bit extra extra” swag, including fun “both sides of every story” coasters to be distributed in restaurants and pubs throughout the city.
