KNKX 88.5

A look as original as the sound

The Situation

They barely survived. Loyal listeners rose up when a competitor was about to swallow KPLU, the favorite local NPR affiliate. In an unprecedented expression of pride and resolve, they raised enough money to save the jazz and news outlet. Anguish turned to elation. They renamed themselves KNKX 88.5 and were ready to open a new studio and community space in the heart of downtown Tacoma. Revitalized, KNKX wanted their new call letters to be widely recognized and listeners to celebrate their new home.

The Solution

We created a distinctly local awareness-boosting campaign and promotional materials featuring Puget Sounds Originals. Several custom-illustrated “original” creatures were the centerpiece, each with a fanciful and funky vibe. We negotiated a trade for advertising space as part of a media plan which helped extend the campaign across transit, outdoor and digital ads. Event promotional materials expanded the campaign’s reach and visibility across the South Sound.

The Results

As soon as the creatures appeared on social media, locals clamored for merchandise sporting the Puget Sound Originals. Highly popular at the grand opening event, the merchandise quickly sold out. The octopus, whale and bear continue to make guest appearances on station materials as symbols of pride in a local favorite.

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