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Globe and Mail promotes new format, design

The Globe and Mail has begun a marketing campaign to promote the changes made to newspaper yesterday. The paper has adopted a new design, introduced a new weekday section called Globe Life and moved to a narrower 30cm broadsheet format. The paper has also relaunched the website. The campaign will also promote the recent addition of 30 journalists and increased spending on foreign reporting, features, columns, design and newsroom operations. “We are taking another big step forward in the long evolution of the Globe,” said publisher and CEO Phillip Crawley. “Over the last two years we examined every Globe product and every aspect of our operations and have invested aggressively for continued growth.” The marketing campaign will focus on Toronto, Vancouver and Montreal. It consists of print, television, online, cinema and out-of-home advertising, as well as public relations and street promotions. Television commercials are airing on conventional and specialty channels, while the out-of-home component includes mobile vehicle billboards, projection ads and aerial banners. The street campaign will make use of “Globe and Mail Reading Gardens” in the three cities, where promotional workers will conduct product sampling. The campaign broke yesterday and will run for eight weeks. A teaser campaign for the Globe Life section took place earlier this month. The campaign was developed by Naked Creative, with media buying by Gaggi Media and public relations from Environics Communications. The street campaign is being handled by Free for All Marketing. The consumer campaign is being accompanied by a trade campaign created by Black & Co.

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