Village Voice Newspaper: New York writes itself

This case study describes a campaign by the Village Voice, an arts and culture publication based in New York City, USA, which sought to re-establish the brand by inviting ordinary people to write for it.

Village Voice Newspaper: New York writes itself

Leo Burnett New York

Summary

HOW VILLAGE VOICE ENGAGED A WRITING STAFF OF 8 MILLION NEW YORKERS

Village Voice is an editorial channel that has a heritage of capturing the real, uncensored voice of New York. Our challenge was to prove this brand position, and at the same time, re-establish the Village Voice as the go-to source of arts and culture.

Our strategy was to give New Yorkers a new way to get involved in the creation of cultural content with the brand. The solution was 'New York Writes Itself.com', a...

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