Connecting new audiences to world-changing stories
AP Explore was created to shed light on AP’s newsgathering process throughout its history as preserved by the AP Corporate Archives. By telling the stories behind some of the most important news events in AP's history, the goal was to underscore AP's commitment to the freedom of the press and explore
- Concept development
- Content strategy
- Visual design
Collectively, the AP Explore experiences — or micro-sites — have amassed more than 1 million unique pageviews with an avg time on page of 2:19. While those numbers aren't extraordinarily high, they do represent some of the best engagement to date for AP content marketing efforts and helped drive downloads of AP's mobile news app.
Additionally, the roughly three year experiment provided the AP brand team with the ability to test new layout design patterns for desktop and mobile and incorporate the more successful versions into our brand guidance.