Out of 560 entries from media companies across 37 countries, TN Media has been chosen as one of three U.S. finalists in the 2014 INMA Awards for “Best Brand Awareness Campaign Across Platforms” for our rebrand and launch of TN Media. Other finalists in our category include Chicago Tribune and South China Morning Post, so this is quite an honor!
The TN Media rebrand, launch and multimedia marketing campaigns that merited this finalist standing were large-scale, collaborative undertakings that required us to take a step back and treat our own brand to the same level of strategic and creative thought that we put into our client work.
“As with any good marketing strategy, we had to begin by answering the fundamental questions of ‘what’s in it for our clients, and what do we offer them that is truly unique?’ and not just tout how great we are,” said Client Solutions Director, Daphne Lowell. “As Tennessee’s largest media company, we are literally everywhere local businesses want to be—in front of their customers,” Daphne continued, which lead to campaign messaging that focused on leveraging those value propositions.
The new brand and logo for TN Media were inspired by several factors. “We needed our brand to reflect us more accurately and convey that we are a forward-thinking media company that is adept at meeting our clients’ digital needs in a highly competitive online market,” said Creative Director Elvis Wilson. “We also wanted to keep an element of fun in our brand and stay approachable. The exclamation point in our logo is there to say ‘we’re excited about your business!’ since we really do take our client work personally and really get into it…the whole process of producing winning strategies and creative campaigns that are going to work for them.” Elvis opened up the rebrand project to his entire creative team, with each artist submitting their own concepts and contributing to the process until the new brand identity was perfected.
First-place INMA award winners will be announced on May 13 at the INMA Awards Dinner in San Francisco, at which TN Media and The Tennessean’s president and publisher, Laura Hollingsworth, will be representing Gannett and hopefully bringing home a trophy for TN Media.