Nissan Canada breaks campaign with Globe and Mail
Automaker Nissan Canada has begun a marketing campaign with The Globe and Mail. The creative focuses on innovation and the new models of Nissan's Sentra, Pathfinder and Altima vehicles. The effort includes a special edition of the newspaper, print and online advertising and an augmented reality component. The 24-page tabloid-format special edition was released yesterday. The news content focused on the Canadian implications of the US elections. It included a front page banner ad, full page and half page ads, a double page spread and an outside back cover ad for Nissan. Approximately 300,000 copies were distributed in Toronto, Vancouver, Calgary, Edmonton, Ottawa and Halifax. On Nov. 7th, Nissan will conduct extensive print advertising in The Globe's News and Sports sections as well as the paper's website. The augmented reality component uses the Layar smartphone application to allow readers of the print paper to access extra online video content by scanning an icon. "This is another example where The Globe and Mail achieves leadership in innovation, working with clients to create exciting and engaging content that is relevant to Canadians," said Phillip Crawley, publisher and CEO of The Globe and Mail. The campaign was developed by TBWA Toronto, with media buying from OMD and support from Splash Talent.