Toronto Star promotes New York Times content
By Adnews Staff
The Toronto Star began a new marketing campaign yesterday to promote a new initiative between the Star and the New York Times. The campaign introduces readers to two new sections from the Times that will be included in the Sunday Star beginning Oct. 17. The new sections are the New York Times International Weekly, a 16-page news and commentary section, and a 12-page edition of the New York Times Book Review. The campaign, which uses the tagline, "Two Compelling Perspectives -- Now in One Convenient Package," includes 30- and 15-second television commercials on Global Ontario, CBC, City TV, Omni, CFTO and CP24 as well as at the Air Canada Centre during Leafs and Raptors games, plus 30- and 10-second radio commercials on 680 News, News Talk 1010, Fan 590, AM 640, CHUM FM, Q107, CHFI FM, Boom 97.3 and Jazz FM. Other elements include digital and print ads in various Torstar properties, office building ads from Captivate Network, point-of-sale signage, sampling programs and direct marketing. The campaign was developed by M2 Universal Communications. "This is one of the largest marketing campaigns the Star has launched in many years," said Sandy MacLeod, vice-president of consumer marketing at the paper. "We believe that through the combination of newspaper, television, radio, point-of-sale, telemarketing and email marketing efforts we will reach almost every adult reader in the Greater Toronto Area."