THE CHALLENGE: The New York Times Metro Section was losing circulation because it was no longer seen as a local New York paper. It was perceived as watered down and lacking the hyper-local insights that made it the gold standard in covering New York. The Wall Street Journal saw this vulnerability, and in response introduced Greater New York, its New Yorker-centric answer to the Times' milquetoast Metro Section.

These OOH and digital ads each contain a unique insight that only real New Yorkers, like the writers of The WSJ’s Greater New York Section, would know. Because you have to know New York to cover New York.

The campaign doubled WSJ's local ad sales in a single year.