Montreal Gazette begins Words Matter campaign
By Adnews Staff
The Montreal Gazette began a promotional campaign for itself today using the tagline, “Words Matter.” The front page of today’s issue of the newspaper contains no words, substituting lines and images. The real front page of the issue is printed on the third page of the paper. The special issue is the first element of a campaign that will also make use of television, radio and print advertising. Six print executions will run in The Gazette during the campaign. Each ad consists of a blank page with a single visual element intended to convey the importance of words. One ad reads, “Do you think my butt looks fat in this?” Another displays a computer cursor in the top left corner. A third shows a game of hangman. “We at The Gazette clearly have a penchant for words,” said Bernard Asselin, the paper’s vice-president of marketing, sales and reader services. “We use them to inform our readers of what’s happening on the world stage as well as in their own backyard.” The campaign was developed by Bleublancrouge of Montreal. This is the agency’s first work for the paper.