Globe and Mail lobbies readers to vote smart

The Globe & Mail is hoping to engage readers' attention with their issues - election issue coverage, that is. The paper has dispatched street crews in downtown Toronto and Vancouver that sport campaign-style buttons that read: 'I have issues.' The promo crews will be distributing buttons, copies of the newspaper and cards that tout the paper's election coverage both online and in print. The Globe & Mail's direct-to-consumer promo also involves a radio buy, an OOH component consisting of Captivate in-elevator ads and within the paper itself. The objective of the campaign, according to spokesperson Nancy Evans, is to get folks engaged, while getting them to focus on the election resources available on the web and within the paper. Naked Creative did creative, with media buys handled by Gaggi Media. Both agencies are Toronto-based.