Toronto Blue Jays conduct T.o.night campaign
The Toronto Blue Jays baseball team has begun an advertising campaign with commuter newspaper T.o.night. The campaign, developed by OMD, is intended to inform consumers that single game Blue Jays tickets are available for purchase. It included a special cover over the front page that is designed to make it look like readers of the issue are holding baseball tickets. The issue also included editorial content consisting of an interview with Brandon Morrow and a spring training preview. The issue was distributed during the evening commute by promotional workers wearing branded Blue Jays toques. "Creative executions are one of the many reasons advertisers are turning to T.o.night more and more these days," said John Cameron, publisher of T.o.night. "The Blue Jays campaign made readers look twice, delivering a high-impact campaign."