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The Toronto-focused multimedia campaign consists of TV, radio, transit, video screens in supermarkets and gas stations, mall posters and online ads, all using the tag line “Your family, your city, your news.”
The campaign demonstrates how the coverage of local issues can affect viewers and their families, said Jamie Schouela, vice-president of marketing strategy at Global Television.
“Over the course of an hour newscast you get a whole bunch of information. Viewers take away that information… and they internalize it and make it relevant for their own lives,” he said.
Three 30-second promotional spots feature viewers in everyday situations making lifestyle decisions based on important information they received from the News Hour.
The print ads convey the same message with mothers dressing their kids for the cold weather and reading product labels. They will run in the Toronto Star and other community newspapers across the GTA.
Leaderboards, skyscrapers and button ads will appear on the WeatherNetwork.ca, TodaysParent.com, Flare.com, Chatelaine.com, and Glow.ca.
The radio ads can be heard on CHUM FM, Mix 99.9, 98.1 CHFI and 97.3 EZ Rock.
The off air elements of the campaign will run for a 4-6 week blast while the promos run indefinitely.
Canwest’s Global marketing team in Toronto executed all of the creative and media buying.
