GLOBE CAMPAIGN HITS THE NEWSSTANDS
By Adnews Staff
The Globe and Mail is rolling out a new national advertising campaign this week emphasizing the newspaper's role as a source of information for Canadians. Building on the "Well Written. Well Read." positioning the paper introduced last year, this year's ad effort uses the tagline "Inform your opinions." Outdoor executions and radio spots broke yesterday, to be accompanied by print ads in magazines and the newspaper this week. Television advertising on network and specialty stations will follow. The creative, from Toronto's BBDO Canada, makes use of "hard-hitting" images and comments on a variety of topics including abortion and separatism. "We have chosen to reference some hard-hitting topics because these are the day-to-day realities of life as reported in The Globe," said Ali Rahnema, the paper's vice-president of corporate strategy and marketing. The first wave of the campaign runs until the summer. A second wave will follow in the fall, running until the end of the year. Advertising will be supported with a number of initiatives from The Globe and Mail's public relations agency, Environics Communications of Toronto.