The brand that owns Vogue, Wired, and Parade magazines also owns Michigan's largest media group, MLive. MLive needed help getting their newspaper subscribers to transition over to their spiffy new website and mobile offerings. The Gravity Alliance created a strategic brand campaign that zeroed in on easy accessibility and premium content. Messaging pushed out to the community via outdoor, print, digital display, TV, and promotional items. MLive enjoyed a 64% uptick in site traffic after the campaign went live.