D Magazine began as a chronicle of Dallas-Fort Worth, the nation’s fastest growing metropolitan area. Today, the brand thrives both on and off the page as the unrivaled authority on culture, politics, business, arts and lifestyle. The publisher approached us about reaching out to prospective advertisers — citing the sales team’s consultative approach, and the brand’s rapport with DFW’s most affluent and influential consumers.
Armed with reams of customer insight and research, we distilled the brand’s message to a single line: “D. You’re in.” The tagline quickly communicated to advertisers that D is the best way to connect with their most desirable customers.
The line served as the voice of a simple, cross-media campaign. We creatively leveraged the publisher’s extensive library of photography — pairing arresting images with clever headlines and snappy copy. The result was an engaging, memorable promotion that effectively positioned D Magazine in the hearts and minds of its audience.