Yesterday, Global News Hour unveiled its largest ever multimedia image campaign in Toronto. Leveraging the new tagline ‘Your family, your city, your news’ in all elements, the initiative focuses on the local impact of the 6 pm broadcast by the Canwest news operation.

With all creative and media placement done in-house at Canwest, the campaign features a series of new 30-second on-air promotion spots depicting viewers in everyday situations such as shopping for the right nutritional products and making sure children are appropriately dressed for the weather.

Print ads are set to run in the Toronto Star and community newspapers across the GTA. The rollout will also include radio spots, transit shelter ads, video screens in supermarkets and gas stations and mall posters, as well as online exposure.

‘We’re thrilled to roll out our diversified image campaign, which reflects how our audiences utilize the news we cover and how relevant it is to their families,’ says Jamie Schouela, Global Television’s VP of marketing strategy. ‘Our long-term brand position showcases how News Hour makes sense of important issues, arming our viewers and their families with useful information that will help in their daily lives.’