Despite the county line dividing Alabama’s coastal community, it’s still just that: one community. The Mobile Press-Register wanted to remind readers of the important role the paper plays in that relationship; to position themselves as the informational glue that helps hold the region together.
To accomplish this, we encouraged them to drop “Mobile” from the masthead, and created a campaign revolving around our new tagline: Rise Together. It positioned the paper as the common point of contact between hundreds of thousands of Alabamians—the one place they all began their morning together. The work also positioned the paper as a forward-thinking, digital-first news organization that would continue to evolve and adapt to the ever-changing media landscape.