CTV News campaign breaks in Toronto
By Adnews Staff
CTV has begun an awareness campaign in Toronto in support of its local news program. The campaign, which broke yesterday, is called "My Toronto Is...CTV News." It includes on-air and online materials, as well as outdoor advertising. The creative features CTV News anchors and reporters along with a series of Toronto residents, describing their favourite things about the city. Another element of the campaign is a contest during which viewers can submit news stories online at <http://www.toronto.ctv.ca>. Some submissions will air on CTV News at Six. The best submissions will win monthly prizes. "We wanted to create a definitive brand position for CTV News that builds on the strength of our news coverage and our role in the local community," said Sandy Fraser, promotions manager at CTV Toronto. "The campaign is designed to not only engage our viewers, but reconfirm that CTV is the only news source that touches all aspects of life in the city." The campaign, which was created in-house, will run for eight weeks. The on-air ads will run through the season.