Globeandmail.com Aggressively Advertises Brand
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[Toronto, CANADA] Globeandmail.com has kicked off a $5-million national brand advertising campaign.
The campaign is aimed to expose consumers to the globeandmail.com Web site and its full complement of specialty sites and in-depth content.
The ad campaign, created by BBDO for Globe Interactive, uses a common visual icon of a red dot, which also appears in the logos of all the sites within the globeandmail.com site, and introduces "For more information, click here" as the common tagline.
"The timing is right for us to invest substantially in the overall globeandmail.com brand," said Sandy Salem, vice-president of Marketing and Communications for Globe Interactive.
"Globe Interactive has expanded the Globe brand into many new areas through a variety of Web sites," said Jack Neary, BBDO's chief creative officer.
"We wanted to capture a simple, single unifying idea that imprints the overall brand identity in the minds of consumers. The red dot does that and, like the many globeandmail.com Web sites, offers a world of creative possibilities."
The red dot campaign will be popping up in newspaper, online, and outdoor executions -- on video boards, transit shelters, bus backs, and subway platform Executions, as well as national media and markets.
The campaign also includes radio and a television execution including primetime network and specialty channel visibility with 30-second, five, and ten-second teaser ads.
The Globe has gone so far as to feature their video ads on Air Canada's in-flight media service.
Globe Interactive and the Globe and Mail are part of The Thomson Corporation, a global e-information and solutions company in the business and professional marketplace with 1999 revenues of US $5.8 billion.
It recently forged a major partnership involving BCE, CTV, and Sympatico (see: Media Triumvirate Unleashes Multimedia Powerhouse, September 15, 2000).