The Atlanta Journal-Constitution has launched an advertising campaign that encourages people to get away from the digital world on Sundays and relax with the newspaper.

An article on Adweek.com reports:

At a time when newspapers are in a fight for survival in the Internet era, one is fighting back with an ad campaign that positions the paper as a chance to escape the tyranny of digital devices in everyday life.

The Atlanta Journal-Constitution has rolled out a new “Unplug. It’s Sunday” campaign to promote the old-school Sunday newspaper as a refuge from the constant buzzing and beeping of smart phones, instant messages and e-mail that marks the modern workweek.

The Atlanta newspaper’s vice president for marketing says the campaign is aimed at getting new Sunday readers, not siphoning web users.

“This is not an anti-Internet campaign. It’s not that we don’t want them to read us online. We wanted to balance the use of AJC.com during the week with the paper on Sunday,” Marketing VP Amy Chow tells Adweek.

The Adweek.com article says:

Two TV spots show the hectic whirl of the digital workweek, complete with ringing cell phones, instant messenger notifications, conference calls and TV screens filled with digital crawls. The ads then show a couple relaxing on their sofa and reading the paper. A voiceover says, “Unplug. It’s Sunday. Discover the new, totally redesigned AJC Sunday.”

The Adweek article notes the irony that IQ Interactive, a digital shop in Atlanta, was hired to create and run the entire campaign.