TORONTO SUN RE-BRANDS CLASSIFIEDS
By Adnews Staff
The Toronto Sun launches a multi-media campaign throughout the Greater Toronto Area today supporting the re-branding of its classifieds section as "The Toronto Sun Exchange." The re-branding and supporting ad campaign were created by The Sun's new agency Publicis, which was awarded the Toronto daily's account last month. The re-branding of the newspaper section was part of the agency's pitch to The Sun. Radio spots and newspaper ads, in both The Sun and FYI, Sun Media's free transit newspaper, will introduce the re-branded section to readers. Outdoor executions including transit shelters and billboards as well as TV billboards will also be included in the 12-week campaign. The tagline is "Buy Low. Sell High." The thinking behind the re-branding is based on the similarities between a stock exchange and the classified section including the fact that both attract buyers and sellers looking to exchange goods.