T.o.night breaks new branding campaign
By Adnews Staff
T.o.night Newspaper Group has begun a new branding campaign in support of its publication T.o.night. The campaign, which will run for several months, is intended to establish name recognition and consumer familiarity with the paper. "T.o.night has become an essential part of many commuters evening routines, but this campaign's focus is on attracting new readers," said publisher John Cameron. "T.o.night is already staking its claim in the market, but now that we have been established for almost a year, this campaign will take us to the next level." The effort includes television, out-of-home and radio advertising in the Greater Toronto Area. "From our knowledge, never before has a free daily in Canada launched such an extensive campaign," said senior vice-president Tom Hyde. "This is something you would see from a paid-daily, but it is unique for a free daily."