Cable news network MSNBC recently launched a two-year, multimillion-dollar marketing campaign.
Known for, and proud of their progressive bias, the new campaign's theme is “Lean Forward” and is aimed at growing an audience bigger than its chief rival--Fox News.
“We’ve taken on CNN and we beat them,” MSNBC President Phil Griffin says, “now it’s time to take on Fox.”
The awareness campaign was triggered by Internal research results that showed 50% of those surveyed were aware of MSNBC, while 96% of respondents knew of CNN.
The television ads feature dramatic music and patriotic themes, including images of American soldiers at war, the space shuttle, Martin Luther King Jr. and presidents including John F. Kennedy and Barack Obama.
The campaign includes television, print and online components, as well as an aggressive outdoor effort using large-scale projections of the campaign in major U.S. cities including New York City, Los Angeles, Seattle, Denver, Atlanta, Washington D.C., Chicago and rural New Jersey (see video below).
The campaign is said to be the cable network's biggest ad campaign ever.