Challenge
With heavy competition from the likes of Texas Monthly and D Magazine, how do we leverage The Dallas Morning News grass roots community to stand out and in a crowded market of “Best ofs” and deliver the ultimate guide to DFW’s Best of everything.
Discovery
Through our continued work of guiding their charge to live their Brand Truth, we found that DMN’s commitment to providing real, local journalism has garnered a fair amount of trust that could give a “Best of” list in DFW a leg up on presenting an authentic Best of DFW program.
Activation
Using The Dallas Morning News’ owned media (social, print, subscribers) DMN used a three phase approach to go straight to the people of DFW to nominate their favorites in over 150 categories. Giving the public a way to nominate, vote, then find a comprehensive list of winners both online and in a stand alone print magazine gave DMN’s Best of DFW program an interactive element and easy-to-access guide to the best DFW has to offer.
And to deliver a product worthy of “the best,” GoDo Discovery Co. provided branding, design and strategy for the print and online elements of the program, and produced and directed photoshoots to capture the winners in their authentic places of business.
Impact
With thousands of nominations and voting impressions, DMN was able to connect their content to a wide range of subscribers and prospects. The success of the program and list of hundreds of winners has given the DMN content to extend year round, promoting different categories and winners that become relevant through the seasons.