In September 2008, a print, online and OOH campaign was launched for The Economist in Philadelphia, as one city in a cross-country promotional blitz. The Economist, already popular in the United States without advertising, wanted to increase awareness and trial even further here, where they saw almost unlimited potential for growth.

So, familiar objects such as a Twister game, a Google magnifier and even pizza boxes were given an “Economist” spin. As the “Cradle of Liberty” and a crossroads for a very intellectual audience, Philadelphia was chosen as the first city for this blitz promotion.

The entire campaign significantly increased positive perception across all key measured attributes. Fifty-three percent of those aware of the campaign reported they were more likely to read The Economist.