Göteborgs-Posten aspires to be the best local newspaper in the world. This is why we chose to build the world’s most local news site.
The result is truly unique: a website that presents news items in the order of how local they are. The story that is geographically closest to the reader (counted in metres) comes first. And the story that is furthest away comes last.
We advertised the site in numerous media. But the primary channel was an outdoor campaign based on the same theme. Twice a day we replaced the posters on billboards with a breaking news story – showing the exact distance from the billboard to the news source.
Press and Outdoor