Project Description


  • Project management of each of the campaign phases
  • Concept brief and approval with advertising agency
  • Data analysis of sales and campaign results
  • Budget planning, negotiation and control
  • Interface with subscription and legal team during the whole development process
  • Plan, communicate, and own the documentation of the project


  • Promote a new branding image for the newspaper Gazeta do Povo
  • Improve subscriptions ratings between younger audiences
  • Communicate the range of cultural options offered by the newspaper
  • Emphasize the possibility of reading in different platforms (online and offline)

Project Description

The campaign Culture was created to enhance and promote a new branding image for Gazeta do Povo. Targeted to younger audiences, the materials showed various benefits for becoming a subscriber of the newspaper, like a great variety of news in sports, economy, politics and also the fidelity program, called Clube Gazeta do Povo, which promotes discounts on movie theaters, restaurants and events.

The campaign contributed to promote brand awareness showing that the newspaper is present in every platform and in every place.