GLOBE AND MAIL TO TEST RECOGNITION CARD PROGRAM
By Adnews Staff
The Globe and Mail newspaper is testing a new card program that will extend special offers to subscribers. The card will will be distributed to five-day and six-day subscribers in Ontario in mid-June. "The Globe and Mail has always had a strong relationship with its subscribers," said Phillip Crawley, publisher of the paper. "Our new recognition card program will deepen and entrench that relationship further." Card users can visit a special section the paper's Web site to view loyalty rewards, which will include golf season offers, rebates on tickets to live performances, offers from spas and discounts at hotels. New special offers will be added regularly, according to the company. The Globe and Mail is promoting the program with out-of-home, radio, magazine, online and print advertising. A direct mail campaign is also planned. This advertising was done by Naked Creative. Media buying for the newspaper is done by Gaggi Media. Public relations are handled by Environics Communications.