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Canwest Digital Media:
print
Canwest Media approached Smith Roberts
with a big question: How can we create
one campaign that can be adapted to work
for nine different local newspaper
brands, including a unique contest
promotion for each market? Our answer:
with a big idea. Under the selling
promise that “Now Anyone Can Be a
Know-It-All” – thanks to the
improved content of each brand’s
website – we developed a simple yet
strategic campaign that includes
television, radio, print, and online
media. We even created a series of
clever, small-space
“announcement” ads that were
sprinkled throughout each of the nine
local newspapers. |
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