New Women's College Hospital retains Partners and Edell
By Adnews Staff
The New Women's College Hospital in Toronto has retained Partners and Edell, also based in Toronto, to conduct a rebranding campaign to promote the facility's new status as an independent hospital focusing on women's health care needs. The campaign's creative depicts three generations of women in a family along with the headline, "There are two compelling reasons for The New Women's College Hospital. Mothers and daughters." The campaign includes newspaper advertising, a brochure for patients and posters. The print ads ran on April 1 in the Globe & Mail, National Post and Toronto Star, and today in 24 Hours and Metro Toronto. "The focus is all on women," said creative director Marlene Hore. "What will set the hospital apart is how care is delivered in a compassionate and leading edge way to women of all ages, cultural, economic backgrounds and family situations." The agency will continue to work with the hospital after the launch period on brand positioning and other communications work.