Wall Street Journal begins Canadian campaign
The New York-based Wall Street Journal has begun its first advertising campaign in Canada. Developed by The&Partnership of Toronto, the campaign takes the form of a series of mock "help wanted" ads for Canadian chief executive officers. The campaign promotes the newspaper's "CEO Council," which is a by-invitation-only networking initiative. Each execution uses biographical details to describe a specific CEO without using their name. One instance of each out-of-home execution has been installed near the target CEO's office. In addition, promotional workers will distribute copies of the newspaper wrapped with a print version of each execution at the same location. Later in the campaign, each CEO will be contacted directly. Media work for the campaign is being handled by M Six.
"The idea focused on taking what is a personal invitation into the public domain," said Ron Smrczek, executive creative director at The&Partnership Canada. "We wanted to reach out to these CEOs in a way that would not only attract their attention, but also raise the profile of the Journal in a broader sense. If your boss is reading it, maybe you should be reading it too. By creating one-of-a-kind billboards and newspaper cover wraps, we're celebrating each CEO's unique accomplishments in an unexpected way, as well as sharing this exclusive invitation with their employees and the broader community."