Magazines Canada, the promotional arm for the country’s consumer and business-to-business titles, is promoting the thrill of discovery that awaits Canadian magazine readers at the newsstand in a national marketing campaign.
Launched late last year and running through May, the “Share Your Love of Magazines” campaign was developed by Toronto agency K9 Strategy + Design. It is built around a mini-movie called Anything Can Happen.
Shot at Type bookstore in Toronto’s west end, the nearly two-minute video depicts a man and woman bonding over a shared love of Canadian magazines including Canadian Geographic, Explore and Modern Dog. The spot ends with both the man and woman holding up a copy of the St. Joseph Communications title Weddingbells as the screen fades to black.
The movie has garnered more than 45,000 views across various platforms, and has been shown at the TIFF Bell Lightbox Theatre, Hot Docs Bloor Cinema and the Cabbagetown Short Film and Video Festival.
Barbara Bates, executive director of circulation marketing at Magazines Canada, which represents 271 consumer magazines as well as business-to-business titles, said the consumer campaign stems from members wanting to bring back “an element of surprise and engagement” to the magazine buying experience.
The campaign is using a combination of video, print advertising, social media and online promotions to drive Canadians to retail outlets, subscription sites and digital products.
“Industry studies show that Canadians prefer magazines that tell Canadian stories and reflect Canadian needs,” said Bates. “Anything Can Happen takes this connection to a very personal level by showing how common interests in magazines can spark real engagement.”
The campaign was created with $360,000 in funding from the Ontario Media Development Corporation and Heritage Canada, while retail partners including Presse Commerce, Gateway Newsstands, Chapters/Indigo and independent retailers donated more than $50,000 in in-store inventory including end-aisle and window displays in more than 800 locations across the country.
Approximately 138 Canadian magazines, including Toronto Life, L’actualité, Elle Canada, The Walrus, Brick and Cottage Life, also donated approximately $300,000 in media value through print and banner ads and video sharing. The industry has also generated more than 300,000 social media impressions.
A Valentine’s Day-themed contest offering a destination trip supported by Tourism Kelowna, Edmonton Tourism, Tourism Regina, Ottawa Tourism, Discover Charlottetown and Destination Halifax, as well as prizing by Roots Canada, garnered more than 6,700 entries. People were asked to submit a memorable Canadian magazine moment in 75 words for a chance to enter.