Toronto Star breaks Ask Why campaign
The Toronto Star broke a new advertising campaign yesterday using the tagline, “Ask why.” According to the paper, the line is intended to present the Star as “a proud and courageous advocate for the city of Toronto.” The campaign will run for 12 weeks, consisting of television, radio, cinema and magazine advertising, as well as ads in the Star. An out-of-home component will also be used, including ads at Go Transit stations and Union Station. Online ads will run at MSN, Yahoo, The Weather Network, TorontoLife.com and TheStar.com, among others. “The Toronto Star has a long history of asking why and of bringing about social change by doing so,” said Michael Goldbloom, the paper’s publisher. “This new marketing campaign showcases the connection the Star has to the pride that Torontonians have in their city as well as the Star's tradition of challenging the city to live up to its promise for all of its citizens.” The campaign was created by Draft, the Star’s agency of record, and Lowe Roche.