Toronto media agency OMD and the independently owned free commuter newspaper T.O.night partnered to create a Blue Jays campaign that probably caused more than one fan to do a double take.
To let Torontonians know that tickets for the 2012 Blue Jays baseball season are now available, T.O.night ran flex form tickets over front-page copy of each of its 102,000 issues on Feb. 17.
As an added attention-grabber, T.O.night made the Friday edition larger and included a front-page ad above the nameplate.
Along with the unique cover, issues were handed to commuters by staff wearing Blue Jays toques.
John Cameron, the paper’s publisher, said the ticket concept was a good idea as people have become too familiar with cover wraps, which are used extensively on Toronto’s commuter papers.
