A note from managing editor Jodi Harris: 

I'm pleased that today's In Focus feature is written by Hans Theisen, EVP of national sales at Centro. It's worth pointing out that at the time of publication, Centro is sponsoring our Local Media Strategies coverage, but Hans' byline is in no way a part of that sponsorship. You can find a more detailed explanation of our editorial policy here or contact me directly with questions.

Summer evokes vivid images of sun, sand, barbeques, boating, NASCAR and baseball. While enjoying their summer, America's brewers and distributors are hoping that adult revelers are making their beer the beverage of choice. Each summer, beer brands struggle to find new innovative campaigns that will assure their brand is on the lips of every backyard barbequer, bar-hopper, social butterfly and tailgater.

This summer, Coors tapped Avenue A | Razorfish (AA | RF) to build a tri-state regional summer campaign that would get noticed. Differentiation in a ubiquitous and crowded marketplace is not easy. How could Coors reach the sought-after 21-35 male beer market with precision?

Local websites are among the most visited in every market. Regional campaigns tailored to local media are more effective than advertising targeted at national media. The relationship between consumers and their local media brands is unlike any other media relationship. Consumers visit these sites everyday, whether they are checking local sports scores or the weather forecast. This level of interaction creates both familiarity and trust, and thus is an ideal environment for brands to reach consumers in.

AA | RF turned to Centro and its platform of tri-state area publishers to execute its geo-messaged Coors Light campaign, designed to build awareness of the Coors Light brand within the Philadelphia and Pittsburgh metro areas, and at the New Jersey shore. Centro's platform and services facilitated AA | RF's purchase of online advertising real estate at several regional and local online publishers, including nj.com, pittsburghlive.com and the Philadelphia City Paper and Philadelphia Weekly websites. 

Author notes: Hans Theisen is EVP of national sales for Centro. Read full bio.