Canada's biggest daily paper revamps, launches ad campaign

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TORONTO -- The Toronto Star, Canada's largest daily newspaper, is investing $8m in upgrading its editorial product and another $1.5m in promoting the changes to readers in a multi-media ad campaign in preparation for competition from the launch of a national daily paper from Southam Inc. and Hollinger as early as next year.

Toronto already has four daily papers: the Star, The Toronto Sun, The Financial Post, and The Globe and Mail. The Star's ad campaign features 14 themes and 32 executions under the tagline, "Your city is changing. Is your newspaper?" The paper is also advertising to advertisers about its changes via trade publications.

Enterprise Creative Selling of Toronto created the campaign on a project basis but the Star is searching for an agency of record. Jeffrey Shearer, the Star's marketing vice-president, says the paper will handle all of its advertising on a project basis until an agency is selected.

Copyright September 1997, Crain Communications Inc.

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