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USA TODAY launches online advertising campaign

By Andrew Redfern @ 11th March 2008 7:38 pm

The campaign will feature banner advertising within online ad networks, internet portals, social networks and on entertainment, leisure and lifestyle websites. The campaign encourages consumers to become active members of the USA TODAY online community and was developed by Arnold Worldwide.

“This campaign is an invitation to join in the conversation at USATODAY.com,” said Susan Lavington, senior vice president of marketing, USA TODAY.

“USA TODAY truly pioneered media-driven social network applications and we embrace and encourage the fact that our visitors can communicate directly with one another about topics they care about.”

This campaign is part of an ongoing trade and consumer advertising campaign whose elements are tied together with the recently introduced tagline “We’re all in this together.”

This tagline is a continuation of USA TODAY’s original mission statement written 25 years ago: “To serve as a forum for better understanding and unity to help make the USA truly one
nation.”

The tagline and campaign reflect USA TODAY’s ability to create a common ground for all Americans and extend into the community-building elements featured on USATODAY.com including: USATODAY.com’s ground-breaking network journalism application, the website’s extremely popular and engaging blogs, its recently-launched widgets, and its numerous platforms and services for today’s mobile consumers.

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