Asking Philadelphians to “Unsubscribe” from outsiders’ takes on our city and Subscribe to a Philly-first perspective.

Pitch-winning strategy that tapped into the tribal, “chip on the shoulder” nature of the city by positioning The Philadelphia Inquirer as the only journalism that “feeds your Philly bias.”

With thump-stopping, complacency-busting creativity, we plastered the city with messages that counter-intuitively asked people to “Unsubscribe.”

The twist?

We were asking them to unsubscribe to BS, cliches, tropes, and outsiders opinions of our city, and subscibe to the one news source that reliably puts the city first.

Launched in Q4 of 2023, the campaign has turbo-charged subscriber growth, with digital subscriptions up 6% and overall awareness of the Inquirer up 17% in the Philly DMA.

The campaign was also awarded “best brand awareness campaign” by the INMA Global Media awards, recognizing excellence in news media creativity.