Rogers conducts high-speed promotion with Tonight
By Adnews Staff
Rogers conducted a promotion for its LTE mobile Internet service on Dec. 14 in association with Toronto-based commuter newspaper Tonight. For the promotion, Rogers was the only advertiser in that issue of the paper. In addition, the Dec. 14 issue of Tonight contained 50% more pages. The intent of the effort was to convey that the high-speed Internet service can get consumers more of what they want in less time. The advertising creative used the tagline, "The Experience of Speed." The issue also made use of Rogers branding and colours throughout. The campaign also included exposure on the publication's website and tablet application. "The idea of giving Tonight readers more of what they want at a faster speed was an exciting proposition for us," said John Cameron, publisher of Tonight. "Readers will have more content courtesy of Rogers, while Rogers will benefit from incredible branding and placement. The execution was a challenge, given the busy holiday advertising period, but Rogers approached us early, in the fall, and we made it possible." The campaign was developed by OMD.