(Globe)Life begins April 23

Lifestyle content from the Globe and Mail's Saturday edition is about to spill into the rest of the week. And the National Post is beefing up its Arts & Life section.

The Globe and Mail unveiled a teaser campaign yesterday to promote next week’s introduction of the new Monday to Friday GlobeLife section (print and online). The new section expands the Globe‘s coverage of health, wine, food, design and décor, working life, family and relationships.

GlobePublisher/CEO Phillip Crawley tells MiC the launch of GlobeLife, amid the national newspaper’s extensive re-design plans, is a direct response to readers’ indications of what they wanted. ‘Our research tells us that readers really like the variety of content that they get on a Saturday from the Globe, and they’d like some of that variety to extend into the weekdays, so we’re packaging it all into a new section,’ says Crawley.

The teaser campaign creative, developed by Globe and Mail AOR Toronto-based Naked Creative, uses elegant words-pouring-into-wine and a-bed-made-with-words imagery to hint at the upcoming focus on health, wine and relationships using the tagline, ‘Life Begins April 23.’ The teaser OOH executions in Toronto and Vancouver are being handled by mobile billboard operators MotoMedia and Optiadmedia.

Globe and Mail director of marketing Sean Humphrey tells MiC Monday’s GlobeLife launch will coincide with a larger campaign, expanding the creative into cinema, TV, radio, and billboards (using Pattison Outdoor and CBS Outdoor). Gaggi Media handled media buys. Additional grassroots PR will be handled by Environics.

The attention to lifestyle content isn’t exclusive to the Globe. Today, the National Post announced expanded coverage in its Arts & Life section, boosting it by four pages daily from Monday to Friday. The section will include health, beauty, relationships and family coverage, along with a renewed focus on fitness and personal health, which will appear in the form of the ‘Body & Health’ page. The Arts & Life section now includes the ‘All About’ feature, a weekly three-part series with a new theme each week.