Postmedia, Canada’s largest newspaper group, has launched the very first brand campaign for its Sun properties, which include the Toronto Sun, Ottawa Sun, Calgary Sun and Edmonton Sun.
As part of the “We’ve Got it Covered” campaign, the media company is emphasizing four key pillars of the Sun’s newsrooms: local news, sports, politics and entertainment.
“The engaging ads highlight our newsrooms’ commitment to covering the news that matters most to our readers in a fun and irreverent manner,” said Rene Vierling, vice president of marketing for Postmedia. “The new brand campaign reflects the editorial voice of our Sun properties with its emphasis on the importance of local news.”
In an effort to tailor the campaign to local audiences, Postmedia’s marketing department worked closely with each individual newspaper market. For example, the city of Calgary in the province of Alberta, where Rachel Notley serves as premier, residents may see an ad that asks: “Is Notley creating more jobs or job losses? Politics. We’ve got it covered.” To coincide with the hiring of Guy Boucher as Ottawa’s new head coach of the city’s NHL team, Postmedia reassured locals: “Goodbye Cameron. Welcome Boucher. Hello Playoffs? Sports. We’ve got it covered Ottawa.”
“The overall creative strategy and concept was developed with the brand voice and four content pillars at the forefront, as affirmed by our editorial leadership team,” Vierling said. “We then collaborated with local leaders in editorial and marketing departments to identify some of the most relevant topics in market per category and created the headline copy.”
According to Vierling, the campaign will also be used as “a creative platform for other creative needs supporting our reader acquisition strategies and partnerships.”
Postmedia originally acquired Sun Media Corporation’s English language newspapers and specialty publications in April 2015. The five Sun newspapers located in Ottawa, Toronto, Edmonton, Calgary and Winnipeg, collectively attract more than 3.2 million readers each week, with the Toronto Sun drawing the largest portion of readership in the group.
Though the brand campaign marks the first collective marketing effort by Postmedia specifically for its Sun properties, the media company has developed a number of different promotional campaigns for its other news publications. Most recently, it launched the “At Your Fingertips” campaign, which focused on both local and generic characters representing content categories such as news, business, sports and politics.
The “We’ve Got it Covered” brand campaign will run in print and digital into 2017.