Globe and Mail promotes immigration editorial series
The Globe and Mail began a marketing campaign this week in support of an editorial series called "The Immigrant Answer." The campaign includes radio, out-of-home, online and print advertising, as well as public relations and social media activities. One out-of-home element is a night projection installation in Toronto and Vancouver that encourages viewers to respond to survey questions via Twitter or a mobile website. The initiative also includes a Facebook page that offers a collection of stories about immigration to Canada. Radio and print advertising will begin coinciding with the series launch on May 5. "The topic of immigration is complex and often controversial, and the marketing campaign that was created to support the series confronts and embraces this complexity and controversy head on," said Jill Borra, executive editorial editor at The Globe and Mail. "We look forward to engaging our readers in the issue and the discussion that follows." The campaign was developed by Naked Creative, with media planning and buying by Gaggi Media and public relations from Environics Communications. The projection execution is being managed by Thinkingbox.