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Metro Canada begins first national ad campaign

Commuter newspaper publisher Metro Canada has begun its first national advertising campaign. The initiative, developed by Rethink, includes outdoor, television, radio, digital and print ads, as well as a number of promotional activities. The campaign is intended to increase readership of and online engagement with the publication. The creative suggests various reasons to share the paper with other people. The campaign uses the tagline, "News Worth Sharing." Media planning and buying, valued at $2.7 million, was handled by Starcom. "At one point or another we've all found ourselves staring at someone reading Metro on the bus and wishing we had our own copy," said Pema Hegan, managing director of Rethink Toronto. "We took that idea and ran with it for this campaign."

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