Globe and Mail begins national campaign
The Globe and Mail broke a new marketing campaign yesterday using the tagline, "Imagine Where The Globe Can Take You." The creative uses images objects, including an apple, a chicken and a glass of water, surrounded by headlines drawn from various sections of the newspaper which relate to that object. "The campaign underscores the diversity and depth of The Globe and Mail's coverage," said Sean Humphrey, the paper's marketing director. "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." The campaign includes national out-of-home, online and print advertising, as well as a set of special installations in Toronto and Vancouver. These include a tree, a car and a wall of ice, all surrounded by headlines. These installations will be displayed at various locations in the two cities for six weeks, accompanied by groups of promotional workers. The advertising was developed by Naked Creative. Media planning was handled by Gaggi Media. Free for All Marketing is conducting the street-level activities. Public relations are being conducted by Environics Communications.