THE MISSING “U” BILLBOARDS

Jump for an over-explanation of the campaign from the firm responsible for it:

U GUESSED IT: AD AGENCY REVEALS CLIENT BEHIND THE MYSTERIOUS “MISSING U” BILLBOARD CAMPAIGN

The Launch Agency, a Carrollton-based advertising agency, revealed today that it is their client, the (Fort Worth) Star-Telegram, that created a buzz across North Texas with teasers billboards. The billboards, found on high-trafficked highways in Tarrant County, featured topical subjects with one unique, and mysterious, similarity: the letter “U” was missing in each word. The teasers included George Bush, Fuel Prices, Menopause, Utility Bills and Cowboys Stadium.

By leaving out the “U” in common news themes, Launch got commuters to focus on the missing letter. The implication is that “You” are missing local coverage about your community and interests if you’re not reading the Star-Telegram.

The new “It’s All About You” campaign highlights the Star-Telegram’s coverage of local news, sports and entertainment with its new style and format, designed to increase relevance and reader engagement without sacrificing substance.

“Our objective is to communicate to the Tarrant County resident that the Star-Telegram is truly the local pulse on stories of the day, timely information, area shopping and entertainment,” said Launch principal Michael Boone. “The Star-Telegram keeps the newspaper and online reader up to date on the things that are important to their lives. It’s all about you.”

In addition to the billboards, teaser ads have appeared in the Star-Telegram. The second phase of the campaign, the “reveal,” will include a TV commercial, online banners, new billboards and consumer print ads.