Trade Campaign


When television’s “upfront season” rolled around this year, our friends at CNN once again asked Fusebox to develop a compelling suite of advertising materials.

In the weeks before upfronts, CNN launches a targeted ad campaign in major media-buying cities—New York, Chicago, and San Francisco—to attract advertising dollars. Whether the ads are “out of home,” in print, or online, these campaigns have always balanced CNN’s trade-focused goals with accessibility to the general public.

That balance was at the heart of our integrated strategy for CNN’s 2013 campaign. With CNN’s new direction in mind—a focus on their new talent, and a refocus on their existing personalities—we created a series of directions for them to choose from. Then, winning concept in hand, we developed an impactful series of transit-oriented, print, and digital banner ads.

The ads were unique in several ways: they focused on CNN’s on-air talent, not statistics and ratings; they were created for both trade and general viewership; they were photo-centric in design, as opposed to text-heavy; and they took CNN’s brand colors in a fresh, new direction.

Ultimately, the message came through loud and clear: CNN delivers top talent and trusted voices that stand out from the crowd—just like this campaign!