Free urban daily newspaper 24 Hours was the star at a promotional event yesterday announcing its redesign to Toronto’s media professionals.
Orange 24 Hours newspaper boxes appeared on red carpet runways in media industry-heavy regions of downtown Toronto.
Photographers and paparazzi interviewers took photos of passers-by and engaged them in conversations about the redesign.
Jesper Wahlberg, founder Sugar Media Experiential Engineering Inc., which created the event, said the one-day event resulted in more than 500 conversations.
Photos from the event were set to appear in today’s edition.
Wahlberg said one of the goals of the program was for the Sun Media-owned 24 Hours to steal share away from main free daily competitor Metro. The stunt was created with only five-days planning.
“We’re convinced this hands-on campaign will generate excitement and interest, in keeping with our goal to exceed our readers’ expectations,” said Chris Brockbank, vice-president, marketing, Sun Media, in a statement.
“Sugar Media has created a brand experience in a real-time environment that will help to communicate our new identity and we expect it to be a great success.”
