Citytv Toronto promotes new newscast
By Adnews Staff
Citytv Toronto has begun a local image campaign to promote its new evening news program, CityNews at Five. The campaign, which broke last week, consists of five-, 15- and 30-second commercials, as well as transit advertising, radio commercials, video display boards, magazine ads and online ads. The campaign, which was developed in-house, uses the tagline, "Get it First. Get it Live. CityNews at Five." Media buying was handled by M2 Universal. "The objective of the launch campaign was to underscore our overarching CityNews brand strategy of being out of the newsroom and on the streets, while alerting viewers to the fact that CityNews can now be seen at 5:00pm," said Jenny Norush, director of advertising and promotion at Citytv. "We utilized a media mix that created a broad awareness of the newscast while tactically targeting viewers to drive tune-in." Citytv is a division of Rogers Media.