Consumers of Southern Culture
To find an audience, Turner South had to make clear its purpose and position itself as the authentic voice for the contemporary South. Our strategy had to bring Turner South’s media network to viewers and viewers to the network.
Our campaign allowed for content generation from network talent, consumers, celebrities and athletes. We took the network on the road with events that were culturally authentic and evolutionary, staging spoken word performances and segment tapings. The road trip was complemented by advertising gained in partnership with media outlets along the route. Additionally, a book was created to merchandise the campaign to media planners/buyers, as well as our own network of local cable operators, talent, and internal executives.