The California Post has officially debuted, bringing with it an ambitious marketing campaign that aims to capture the attention of West Coast audiences. Launched on Monday, this new branch of the New York Post has kicked off its operations with what is being termed the brand’s largest marketing initiative “in recent history,” as noted by Shannon Toumey, the senior vice president of marketing and brand strategy at the New York Post.
As a subsidiary of News Corp, the California Post is leveraging a comprehensive strategy designed by the agency Code and Theory. The campaign is set to last eight weeks and will encompass a wide array of promotional efforts, including billboards, street activations, radio advertisements, and digital outreach across major cities such as Los Angeles and San Francisco. Although the publisher did not reveal the financial details of this extensive campaign, it underscores a significant push to establish a strong presence in the competitive media landscape of the West Coast.
This launch reflects an exciting expansion for the New York Post, which is looking to enhance its footprint and engage new audiences in a region known for its diverse and vibrant culture. As the California Post begins its journey, it is poised to bring fresh perspectives and stories to its readers, blending the unique energy of California with the iconic brand identity of its New York counterpart.