GLOBEANDMAIL.COM AIMS FOR BULLSEYE
By Adnews Staff
A new $5 million branding campaign for Globeandmail.com Web Centre is designed to expose consumers to the group of nine Web sites. The campaign, from BBDO of Toronto, uses on the red dot icon found in all the logos of the Web centre sites. The campaign began rolling out nationally in major markets this week. A series of print ads running in The Globe and Mail newspaper are being supported with banner ads on sites including Yahoo! Canada, Excite Canada and AltaVista Canada. Outdoor executions including video boards, transit shelter ads, bus ads and subway platform ads will also appear in Toronto, Vancouver, Calgary, Edmonton, Montreal, Ottawa and Halifax. Also, radio advertising, a 30-second television commercial and five- or 10-second TV spots will be used. All advertising includes the tagline "For more information, click here." The branding effort is intended get people who may use one or two of the Globeandmail.com Web sites to also check out the other sites within the Web Centre, said Keith Marnoch, PR strategist for Globe Interactive. The campaign is scheduled to run through the fourth quarter of this year. Advertising is being supported with public relations from Environics Communications of Toronto.