Design Director: Tova Diamond
Copy Director: Sheila Hayes
Designer: Camille Rapay
Media: Trevor Hains

In Washington, The Post and politics are practically synonymous. While our political reporting is nationally renowned, our local coverage is lesser known to newcomers. The start of the 118th Congress and the arrival of a new "freshman class" of Congress members presented an ideal opportunity to accomplish two key objectives:

• Position The Washington Post as an essential part of daily routines for new Congress members and their staff for their lives on and off the Hill.
• Drive registrations to our newsletter for political leaders, The Early 202.

I led copy for all deliverables from conception to execution, including:

• Print ads
• Paid social ads
• House digital ads
• OOH placements at Capitol South metro station

Given that commuters to Capitol Hill would encounter the station twice each day (once in the morning, once in the evening), my design partner and I devised a campaign that split messaging into two experiences. 

The morning experience focused on the intel provided in The Early 202 newsletter. The "early birds" mention is also a subtle nod to The Early 202 newsletter's daily greeting to readers: Good morning, early birds.

The evening experience focused on other areas of Post coverage that would be useful to new Hill staffers in Washington: Food (Voraciously), Home, Technology (Help Desk).

Impact:

• 4-week takeover of Capitol South metro station including during the 2023 State of the Union
• Reached 200K+ commuters amid their daily routines
  
• Corresponding social ads generated 107K+ impressions within Capitol Hill
• Social ads converted 2,700+ Early 202 signups (2.73% conversion rate vs. 0.64% benchmark)