National Post promotes columnists
By Adnews Staff
The National Post of Toronto has begun a campaign in the Greater Toronto Area to promote its columnists. The ten executions each display a photograph of a columnist and an opinionated comment, along with the copy, “Do you agree or disagree?” Viewers are invited to go to the paper’s website at <http://www.nationalpost.com> to submit their own opinions on each comment. A selection of the responses will be published in the paper later this fall. The campaign consists of wrapped elevator doors and posters in Toronto’s business district. Some ads will also run outside the Toronto area. The out-of-home elements will run through the fall. Later, a broadcast campaign consisting of radio and television tags, along with 15-second video ads in elevators, will begin. “The National Post’s opinion campaign gives consumers an opportunity to see the faces of some of their favourite columnists,” said Lori Morgan, director of marketing at the paper. “We want this campaign to be interactive, so as each writer in the campaign shares their opinion on a topic, readers have the opportunity to respond and share their own diverse opinions and perspectives with us.” The National Post is owned by CanWest MediaWorks.