Blue C was engaged by The Orange County Register to lead the development and launch of an awareness campaign for showcased journalists. With over 2 million readers, the Orange County Register is one of Southern California’s most visible print and digital news entities. The Register enlists a number of talented and specialized journalists who provide genuine and relevant content to the readers, but have little visibility. The charge was to create a fun, engaging and “personality-focused” approach to introducing the showcased journalists and to help position their offerings to the readers. These campaigns, executed through both print and digital media, utilized the personalities, passions and inspirations of each specific journalist to create a unique and genuine presentation of their content to the readers.