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Postmedia begins Built on Trust campaign

Postmedia Network of Toronto has begun a new brand campaign called "Built on Trust." The effort promotes ten of the company's metropolitan market broadsheet newspapers, including the Vancouver Sun, Calgary Herald, Edmonton Journal, Saskatoon StarPhoenix, Regina Leader-Post, Windsor Star, National Post, Ottawa Citizen, Montreal Gazette and The London Free Press.

Developed in-house, the six-week campaign began with customized editorial messages on the front page of each newspaper. The messages focus on each paper's position and local history, as well as its relationship with its readers. These were developed in collaboration with each paper's editorial staff. The campaign also includes print and digital ads in all Postmedia metropolitan markets.

"Many of our newspaper brands have been with readers for over a century, reporting on historical and local events, and this campaign aims to deepen our already strong relationship with readers," said Gerry Nott, senior vice-president of content at Postmedia. "In a time where there is so much uncertainty about what is real and what is fake news, our commitment remains the same, delivering authentic and trusted news."

A similar brand awareness campaign for the company's tabloid properties, including The Province, Toronto Sun, Calgary Sun, Edmonton Sun, Ottawa Sun and Winnipeg Sun, will begin in mid-April.

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