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Dictionary by pitch.dog
Messaging, proposition & voice · Core

Campaign line

Also called: campaign tagline

ELI5

The principal verbal line organising a specific campaign.

Used in conversation

“The brief needs to say which audience should remember campaign line.”

Pitch context

You will see “Campaign line” in brand decks, campaign plans, research reports and performance reviews when the discussion reaches messaging, proposition & voice.

Why it matters: In messaging, proposition & voice, a loose definition can change rights, obligations, approval, disclosure or enforceability.

Caution

Meaning, enforceability and required process vary by jurisdiction and agreement; this definition is not legal advice.

When the words have to travel

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Sources & evidence · 5

Direct term-level sources and supporting source families.