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Vancouver Sun promotes new content

The Vancouver Sun has begun a new marketing campaign to promote recent enhancements to its print edition. The changes include more analysis and commentary, a stand-alone section for daily national and international news, more lifestyle content and a daily headline news summary. The marketing effort began with a teaser print campaign in late September, followed by a front cover wrap when the changes were introduced on Oct. 4. The campaign, which will run until the end of November, also includes a 30-second television commercial, print, point-of-sale and online ads. The creative uses the tagline, "More in-depth coverage than ever before." It was developed by The Creative Department of Vancouver. Canwest's in-house agency handled media planning and buying. The paper is also conducting a three-week trial offer to encourage new readers to subscribe. "The tone of the creative was key," said Dan Nelken of The Creative Department. "The work had to appeal to hardcore news enthusiasts but couldn't alienate readers with an appetite for lighter news or the latest on Branjelina."

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