The Globe and Mail is trying to get the word out about a key priority for its news coverage, and it’s using a wealth of different video platforms to do it.

The 15-second and 30-second animated spots for its “Invest in You” campaign aim to highlight The Globe’s investment into business coverage, particularly when it comes to personal finance. The spots are airing on national specialty TV, connected TV, OLV and on Cineplex screens in Toronto, Ottawa and Vancouver.

The message will also appear in the Captivate Elevator network to reach both office workers and condo owners in Vancouver, Edmonton, Calgary, Toronto and Ottawa; on select podcasts popular with its target; in signage on Metrolinx GO Trains and stations in the Greater Toronto Area to reach recent home buyers commuting into the city; on social media; and in programmatic display and native ads.

VMC Media led the buy. John Marraffino, the agency’s owner, tells MiC that the nature of the campaign – meant to “inspire people to take action and invest in themselves” – leant itself to video, which allowed it to balance meaningful engagement with reach and efficiency across touch points.

He adds that national specialty TV was chosen because it offers broad reach and influence against the wider 25- to 54-year-old audience, a key target for The Globe and Mail. However, more platforms needed to be added to complete the campaign.

“As TV no longer lives in one singular environment, and engagement extends beyond the TV screen, leveraging other media was important to deliver the core message,” Marraffino says. “By layering presence in connected TV, online video, cinema and YouTube, brand exposure expanded to capture audiences not reached by linear TV, but still consuming engaging, long-form content.”

He further adds that the campaign’s multichannel approach includes OOH for impact and high visibility, podcasts for compelling storytelling in specific titles and content verticals, social media for scale and engagement, and digital programmatic for the seamless ad experience that garners deeper interaction. All platforms aim to trigger audiences to visit The Globe and Mail for their personal finance needs.

Phillip Crawley, publisher and CEO of The Globe and Mail, says that while the newspaper has long been a leader among business leaders, it has been deepening its commitment to personal finance news and tools. “We hope all Canadians, no matter where they are in achieving their financial goals, will benefit from reading The Globe‘s independent insights, diverse opinions and award-winning reporting.”

Creative was handled by Naked Creative, Polyester Studio and Greyson Productions. The Globe and Mail also leveraged in-house digital programmatic and social media.