Toronto.com makes a Star turn

The Star Media Group website does double duty, becoming the entertainment page for TheStar.com.

Star Media Group has transformed Toronto.com from an independent property to one that doubles as the entertainment channel for Toronto Star‘s website, TheStar.com.

Now sporting a new look and increased ad opps, the new Toronto.com was created with the goal of boosting viewership to both properties under one banner, Gerard Doyle, senior product manager, Toronto.com, tells MiC.

‘We think these changes will double the traffic for Toronto.com,’ he comments.

New sponsorship and advertising opportunities for the redesigned site include video pre-roll, splash units and mapping, says Doyle. Relaunch partner Evian is currently dominating the homepage with a wallpaper-style takeover featuring the ‘Baby Inside‘ campaign.

A marketing campaign to support the changed Toronto.com will be rolled out towards the summer.

Although Toronto.com has evolved from its roots as a city guide, its heaviest traffic always went to its entertainment pages, Doyle says, a pattern which got Star Media considering the new approach.

‘One of the things we would hear back from users is, ‘It’s great that I can find a listing, but where can I find more coverage?” says Doyle. ‘We wanted to combine the listing side of Toronto.com with the entertainment reviews and journalism from Thestar.com to create an entertainment destination.’