With Scotiabank on board as a launch partner, the Toronto Star today debuted Moneyville, a new weekly section in the paper and a website targeting Canadians who want to take finance into their own hands.

The new section and site will feature experts writing about budgeting, saving, borrowing, investing, retirement, insurance, tax and real estate. The section will appear every Monday, and the website will feature fresh content daily.

The new properties are being promoted with a campaign, ‘Straight Financial Talk,’ which will appear across Star Media Group properties, as well as radio, OOH and online ads, plus an integrated public relations program, a contest, event sponsorships and street teams.

Grip is handling creative, M2 Universal is coordinating the media buy and Trojan One is organizing the street teams, contest and event sponsorships. All are based in Toronto.

Online and print advertising opportunities include traditional display, sponsorship of special sections and advertorial.

‘Our content is relevant to the everyday Canadian at all stages of life and with different levels of financial know-how,’ Pam Laycock, COO, Torstar Digital, and interim VP, Star Media Group, said in a press release. ‘For advertisers, Moneyville offers the opportunity to reach consumers who are making decisions about how to manage, save and spend their money.’