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24 Hours promotes redesign

Toronto-based free daily publication 24 Hours conducted a marketing campaign yesterday in support of its new design. Developed by Sugar Media Experiential Engineering of Toronto, the business-to-business street campaign was aimed primarily at advertising and media workers. The initiative consisted of interactive product demonstrations using a film premiere theme. Promotional workers took photographs of and conducted interviews with passers-by at several locations in downtown Toronto. This material then appeared in the paper the following day. "We're convinced this hands-on campaign will generate excitement and interest, in keeping with our goal to exceed our readers' expectations," said Chris Brockbank, marketing vice-president at Sun Media. "Sugar Media has created a brand experience in a real-time environment that will help to communicate our new identity and we expect it to be a great success." The redesigned 24 Hours features a new logo, new fonts and colours, as well as a new look intended to be more modern.

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