'Living Heroes' honored by Richmond Times-Dispatch
Another good entry from SNPA's Best Revenue Contest!
In partnership with the Virginia War memorial, the Richmond (Va.) Times-Dispatch is regularly honoring "Living Heroes" in the Sunday newspaper.
Veterans are profiled in a spot that is anchored on the back of the editorial section on Sundays. The War Memorial suggests a veteran to be profiled and provides contact information to the newspaper. The paper's Design Services writers contact the veteran, prepare the copy and secure a photo. The sales department finds corporate sponsors to support the effort.
Karen Dillion, who submitted the entry on behalf of the newspaper, said: "Any size newspaper can use a 'Living Heroes' style series of ads to honor its hometown veterans. The Times-Dispatch worked with various ad clients to sponsor this series. The Virginia War Memorial supplied us with the veterans’ names and one of our copywriters interviewed them and retold their military experiences in the print ads. The ad campaign was not only a revenue builder for the paper but provided our readers with heartwarming stories of valor."
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