The Sun gets first Postmedia push

The launch of the print, digital and OOH campaign was timed strategically with the start of the paper's major hockey coverage.

Postmedia is promoting its Sun properties with a new brand awareness campaign targeting local markets. It’s Postmedia’s first brand awareness campaign for its Sun papers since it acquired Sun Media in 2015.

The new “We’ve Got It Covered” campaign incorporates the four pillars of the Sun’s coverage (local news, entertainment, sports and politics) and feature one-line messages based on issues in those areas tailored for the market they’re stationed in. For example, one Calgary ad features the question, “Is (Premier Rachel) Notley creating more jobs, or more job losses?” followed by the slogan “Politics. We’ve got it covered, Calgary.”

Rene Vierling, VP of marketing for Postmedia, told MiC the timing for the first post-acquisition campaign was Ottawa SUN Adactually prompted by the current excitement in the world of Canadian sports.

“We’re leading into the startup of our major hockey coverage, we have the new arena in Edmonton and we’re also coming up to the start of the post-season for the Jays,” said Vierling. “Promoting our sports coverage was a great way to encourage people to engage in print, and sports tends to attract a slightly younger demographic than our news and political coverage.”

However, when the Postmedia marketing team consulted with its editorial teams, it decided to expand the ads beyond sports to also include news, political and entertainment pillars in order to capture the widest audience possible.

The campaign includes ads in the Sun’s print and digital properties, as well as digital billboard and transit ads in the Calgary, Edmonton, Toronto and Ottawa markets focused on high-traffic areas. Creative and media were done in-house.

The campaign kicked off today in the Sun’s Toronto, Ottawa, Calgary and Edmonton markets, with the Winnipeg campaign expected to begin in mid-October. The out-of-home portion will run for four weeks while the print and digital portions will run into 2017.


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