Innovative Advertising Solutions Blog

Innovative Advertising Solutions

Killer whales make a creative splash for Toronto Star, British Columbia tourism

16 May 2013 · By Tami Coughlan

The Toronto Star partnered with Destination British Columbia to create an integrated advertising campaign that included wraps, inserts — even a whale song inside newspaper boxes.

The Toronto Star recently unveiled the start of a campaign for Destination British Columbia that is full of innovation, art, excitement, and orca whales (one of 100 BC Moments).

I chose the 100 BC Moments campaign to talk about because I think it’s a great example of innovation within traditional media in which creativity goes beyond just the ad units.

Destination BC’s agencies (Jungle Media and Dare) brought a number of ideas forward to the Star. The collaboration that followed was about how these ideas — many of which had never been done — could be brought to life and integrated into a cohesive plan, all within the client’s budget.

The result was a programme full of “firsts” for the Toronto Star, BC Tourism, and its agencies.

Leveraging the Star’s reach of the target demographic, Destination BC was able to create impact and interest through a fully integrated programme that included:

  • A series of full-colour, four-page cover wraps on the Toronto Star, launching with stunning creative of the orca whale.

  • An over-sized, custom poly-bag for targeted delivery and single copy boxes at launch; artwork looked like endless ocean, so removing the wrapped newspaper from the bag had the effect of the orca leaping out of water.

  • Sound boxes placed in more than 200 newspaper boxes around the downtown core, so readers could hear the sounds of BC orcas when they reached in for their wrapped newspapers.

  • Exclusive sponsorship of the Toronto Star tablet edition with an interactive ad unit featuring the whales.

“We love that the Star takes a traditional medium and allows us to present our message in a playful, non-traditional way,” says Carol Nelson, acting executive director of marketing for Destination BC. “The Star hits the mark on demographics and readership, but the real tipping point was their sense of innovation and willingness to go that extra step.”

The advertising execution is one part of Destination British Columbia’s 100 BC Moments campaign that will run throughout the summer. More cover wrap executions will appear throughout the month of May. The campaign has been developed by Jungle Media Vancouver and Dare Vancouver.

“Sound chips in our newspaper boxes are a first,” says Sandy Muir, vice president of advertising for the Toronto Star. “We’re excited to partner with advertisers to create innovative ways to reach readers and deliver impact.”

I have said in past posts that innovation and creativity are fueled by collaboration and partnership, and the Destination BC campaign is another great example of this.

print article send to friend


blog comments powered by Disqus
About this blog

The Innovative Advertising Solutions Blog looks at not only integrated advertising sales for newsmedia companies but the full spectrum of agency-level marketing solutions for advertisers: print, digital, package, and event sales; social media marketing services on behalf of advertisers; and behavioural targeting across a range of digital products.


Meet the bloggers

Greg Bobolo
CEO
SendtoNews
New York, New York, USA
send message

Adam Burnham
Vice President
Affinity Express
Elgin, Illinois, USA
send message

Barbara Cohen
President
Kannon Consulting
Chicago, USA
send message

Tami Coughlan
Associate Director,
Integrated Solutions & Business Development
Associate Publisher,
The Kit
The Toronto Star
Toronto, Ontario, Canada
send message

Darrell Kunken
Director of Research/Market Analysis
The Sacramento Bee
Sacramento, California, USA
send message

Tyler Mack
Digital Media Director
The Register-Guard
Eugene, Oregon, USA
send message

Kirk MacDonald
Executive Vice President/Advertising, Marketing and Digital Sales
Denver Post
Denver, USA
send message

Suzanne Raitt
Vice President, Marketing and Innovation
Newspapers Canada
Toronto, Ontario, Canada
send message


Subscribe

E-newsletter


Blog archives

October 2014 ( 2 )
September 2014 ( 3 )
August 2014 ( 2 )
July 2014 ( 4 )
June 2014 ( 2 )
May 2014 ( 3 )
April 2014 ( 2 )
March 2014 ( 4 )
February 2014 ( 4 )
January 2014 ( 4 )
December 2013 ( 3 )
November 2013 ( 4 )
October 2013 ( 4 )
September 2013 ( 4 )
August 2013 ( 4 )
July 2013 ( 3 )
June 2013 ( 4 )
May 2013 ( 5 )
April 2013 ( 3 )
March 2013 ( 4 )



Join INMA Today
 
Upcoming Events
Nov
12
INMA South Asia Conference
New Delhi, India
12-13 November 2014
Nov
18
INMA Middle East Conference
Dubai, United Arab Emirates
18-19 November 2014
Mar
09
INMA Mobile Summit for Engagement and Profit
Austin, United States
09-10 March 2015
Mar
26
Big Data for Media Conference
London, United Kingdom
26-27 March 2015
May
10
INMA World Congress
New York, United States
10-12 May 2015
Oct
18
INMA European News Media Conference
Budapest, Hungary
18-20 October 2015

More Events

Member Profiles

  • Leonardo Galarza
    Ecuador


  • Atle Svardal
    Norway


  • Leigh Schrier
    USA



  • Stuart Howie
    Australia


  • Shannon Bennett
    Canada


  • Andrew Go
    Canada



©2014 INMA | Home | About | Contact | RSS | Privacy