People need a new reason to consider reading the Chicago Tribune. Being a leader in news and information is not enough. To survive a rapidly changing media landscape, our campaign increases the indispensability of the Chicago Tribune and repositions it as a contemporary brand.Simply put, the essence of the campaign is transformation. It's designed to dramatise, in a simple and graphic way, how reading the Chicago Tribune can make life better.The line "What's in it for you?" anchors the campaign, acknowledging that our readers have varying interests and reinforcing that there's something for everyone in the Chicago Tribune.

The campaign premiered with a :90 anthem TV spot, "Love", airing on morning and evening news broadcasts, introducing Chicago-land to a revitalised Tribune brand.

One week after "Love" established the campaign tonality, a heavy print campaign highlighted the transformational power of multiple aspects of the Chicago Tribune.Two weeks after launch, direct mail materials carried the campaign theme through the acquisition and loyalty communication channels.Finally, outdoor media wrapped the city in the campaign message. Bus sides, bus shelters, outdoor boards, and newspaper vending machines were used to expand our reach and deliver the message at point-of-sale.