TORONTO STAR UNVEILS BRAND NEW PLANET
By Adnews Staff
The Toronto Star will launch a weekly newspaper aimed at nine- to 14-year-olds today called Brand New Planet. It will publish stories written by tweens and younger Star columnists. The editorial board for the paper will consist of tweens from the Greater Toronto Area. The board will be assisted by the Star's youth advisor and City Beats editor Kevin Scanlon and Books editor Dan Smith. A media campaign, created in-house, will promote the debut of Brand New Planet. Print and radio advertising will use the tagline "What planet are you from?" This advertising will be accompanied by a four-week promotion developed by The Star and Walt Disney World. Students in grades four to eight can enter a contest for a three-day trip for 30 students and 15 chaperones to Walt Disney Resort in Florida by collecting tokens printed in The Star and Brand New Planet. The class that collects the most tokens by the end of the promotion will win the trip. Brand New Planet will be inserted in approximately 350,000 copies of The Toronto Star in the GTA over the next four weeks. Starting next month, subscribers can request that the new paper be included with their regular Thursday home delivery of The Star. Beginning Feb. 13, distribution of Brand New Planet will begin at GTA locations including public schools, libraries, Rainbow Cinemas, the Ontario Science Centre and the Air Canada Centre.