“Adventures in Capitalism” was the tag line for The Wall Street Journal’s previous ad campaign, in 1997, to promote the brand. The paper was recently made over — taking three inches from the width and adding an emphasis on forward-looking journalism — so it’s time to freshen up with a new campaign. [MSNBC] “Every journey needs a Journal,” says the new tag line, positioning the paper to speak less to readers’ inner Striver than their inner Seeker.
The ad blitz — which begins next week in major publications and Web sites — are essentially celebrity endorsements, highlighting the Journal’s role in the inspiring “life journeys” of a diverse mix of people including singer Sheryl Crow, “Freakonomics” coauthor and University of Chicago professor Steven Levitt and Jack Burton, founder of Burton Snowboards.
The Journal wanted people who weren’t megafamous but who “had an interesting life journey, read The Wall Street Journal and were successful.” Ping me if you spot one of these ads.