Fox News began airing a new tagline—“Standing Up For What's Right”—tied to a new marketing push this week as it's faced with an onslaught of jabs from President Donald Trump. But the news behemoth insists the campaign is not a response to the outgoing president.
The new effort follows Fox News' election-focused campaign, “Democracy 2020,” and a year’s worth of marketing zeroing-in on news. So far, the tagline is appearing on chyrons during primetime shows like “Tucker Carlson Tonight,” with additional creative planned. The campaign was created in-house.
The move comes a week after Trump took to Twitter to bash Fox News yet again, claiming the network’s ratings have plummeted and that it “forgot what made them successful.” Trump also retweeted people saying they were switching to conservative news site Newsmax and the hashtag “#FoxNewsisDead.”
But the new campaign has actually been in the works for a while and is not a reaction to Trump’s latest tweet barrage on the network, according to a Fox News spokeswoman. The goal of the campaign is to pivot to opinion to replace the network’s year-long election campaign that focused on news, the spokeswoman says, adding that the plan was always to pivot to opinion and that it has nothing to do with Trump.