makes a Star turn

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

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

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

‘We think these changes will double the traffic for,’ 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 will be rolled out towards the summer.

Although 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 with the entertainment reviews and journalism from to create an entertainment destination.’