The Globe and Mail is making headlines with a national marketing campaign.
Special outdoor “installations” in Toronto and Vancouver are the centrepiece of the new campaign, bearing the tag “Imagine where the Globe can take you.”
Among the planned installations are a 14-foot high tree, a parked car, and a wall of ice, each surrounded by potential related headlines and the campaign slogan. The installations will appear throughout the cities, supported by street marketing teams.
The campaign also includes national out-of-home, online and print ads. The ads feature images of ordinary items like an apple, a chicken and a glass of water, surrounded by potential headlines from various Globe sections. For example, an image of a chicken is accompanied by potential headlines from Globe Sports (“Why some hockey players refuse to fight”), Globe Health (“Chicken pox vaccine loses its punch, study finds”) and Globe Life (“Chicken with lemon balm and roasted figs”).
Globe director of marketing Sean Humphrey said the campaign underscores “the diversity and depth” of the newspaper’s coverage.
“The ads challenge viewers to consider familiar objects in a variety of different contexts, just as our content challenges and inspires our readers to look at the world around them with fresh perspectives,” he said, in a release.
Creative for the campaign was developed by the Globe’s longtime agency, Naked Creative, while Gaggi Media oversaw media, Free for All Marketing handled street marketing and Environics Communications the public relations.
