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T.o.night conducts out-of-home campaign

Toronto-based T.o.night Newspaper Group has begun a combined advertising and distribution campaign for its daily commuter publication T.o.night. The initiative, conducted in association with IMA, makes use of a number of illuminated billboards in the city's PATH system of underground walkways. Each billboard incorporates pockets containing copies of the free publication. "A number of PATH commuters are new to the product, so the campaign not only allows them to pick up the paper, but it creates brand awareness," said Tom Hyde, senior vice-president of the company. "The billboards also allow existing readers to pick-up the paper if they head indoors in inclement weather." The campaign will run through the winter.

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