The Globe and Mail is tackling Canada’s tariff turbulence, market volatility and election with a big media spend to reinforce its role as a reliable source of information.
As part of its latest campaign, the outlet has unveiled a new 90-foot digital billboard in Toronto’s Sankofa Square (previously known as Yonge-Dundas Square). One side of the ad reads “The Product of Canada” while the other showcases an animated maple leaf accompanied by headlines from stories on tariffs, economic turbulence and elections. The digital spot culminates with a photo of The Globe‘s March 5 cover featuring the headline “Strong and free”– a response to threats to Canada’s sovereignty, capturing the nation’s emotional mood, The Globe says.
The billboard is supported by other OOH ads across Toronto, Vancouver, Ottawa and Calgary, social media and digital platforms, including digital ads on several U.S. news sites targeting Canadian readers. VMC Media is handling buy while Blackjet is behind the creative.
“The massive digital billboard in the centre of Toronto seemed an ideal place to remind Canada that The Globe really is ‘the product of Canada’. We’ve been leading the national conversation since 1844, even before confederation. We see The Globe‘s longevity as a strength,” says Sean Humphrey, VP of marketing, product and digital experience at The Globe and Mail.
Humphrey tells MiC that the brand expanded its marketing efforts beyond paid digital platforms like Meta and Google to include Reddit and Captivate’s OOH digital network, featuring digital billboards and transit shelters in urban centers to target Canadians as they move throughout their day.
The majority of the budget was allocated to DOOH as its allows the Globe to respond in a big way to the dynamic nature of the issues facing Canadians. However, a significant investment was made in Reddit in an effort to turn consumers who are already actively seeking information and insights into Globe subscribers.
“We know there is a lot of competition for people’s time, a lot of compelling influencers, a lot of free information and a lot of misinformation,” Humphrey says. “We believe there’s potential for misinformation and disinformation on any platforms that do not adhere to rigorous fact-checking.”
Humphrey adds that the campaign aligns with The Globe‘s existing marketing strategy, as its mission and value proposition remain unchanged with subscription and traffic growth remaining a key objective. With all paid media, he says the company can monitor referral traffic, direct traffic, as well as behaviour once on globeandmail.com, including consumption, time spent, registrations and subscriptions.
“We wanted to make sure The Globe was top of mind at this critical time where quality, accurate information is needed now more than ever,” he says. “If you have questions about your investments, your vote, parenting, your health or fitness or what book to read or what to watch next, The Globe can help.”
