inma 2016 - amazon s3...• ripley’s aquarium of canada signed on as the launch partner. • this...

INMA 2016 Postmedia Marketing Department

§  About Postmedia & 24 Hours Toronto (page 3) §  Category (page 4) §  Overview (page 5) §  Objectives (page 6) §  Results (page 7) §  Demographics (page 8) §  Creative (page 9 - 10)

Contents

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About: Postmedia & 24 Hours Toronto Postmedia Network Inc., a wholly owned subsidiary of Postmedia Network Canada, is a Canadian newsmedia company representing more than 200 brands across multiple print, online, and mobile platforms. Award-winning journalists and innovative product development teams bring engaging content to millions of people every week whenever and wherever they want it. This exceptional content, reach and scope offers advertisers and marketers compelling solutions to effectively reach target audiences. 24 Hours Toronto is a free daily (Mon.-Fri.) commuter newspaper. It was first launched in 2003. 24 Hours Toronto targets commuters heading to work, so it is not published on weekends or statutory holidays. Relaunched on November 9, 2015 with a new look, dedicated editorial team and fresh content. A light and easy read about what’s current, trendy and cool about Toronto. With a redesigned logo, fonts and design elements, Postmedia also launched an all new website: http://www.toronto24hours.ca/

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Category 4. Best New Print Product

•  New print newspapers, magazine, supplements, or niche products that creatively augment or connect with audience or advertisers.

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Overview: 24 Hours Toronto Relaunch

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Postmedia supported the relaunch of 24 Hours Toronto newspaper with a multi-media campaign on and off-network. Elements included: •  Media exposure included: out-of-home, transit, 24 Hours boxcards, TV and radio.

•  TV (CHCH) and Radio (Q107 & AM 640) promo ads.

•  Digital media exposure included: display, search and social. •  Social Media strategy on Facebook and Twitter (24 Hours Toronto & Toronto Sun) promoted

new look, content and contest.

•  Programmatic campaign was launched using our in-house programmatic team and trading desk. •  First 2 weeks focused on awareness (Reach Targeting & Channel Targeting) and the last 4

weeks was performance/audience based (Behavioural Segment Targeting, Targeting & Retargeting)

•  On network print and digital campaign across Postmedia platforms. •  Contest with daily prizes encouraged readers to pick up 24 Hours Toronto Monday-Friday and

enter for their chance to win daily prizes and a grand prize (Ripley’s Aquarium of Canada prizes and 5,000 itravel2000.com voucher).

•  Branded hawking program in key TTC Subway locations took place: Nov. 9 to 13, 2015

Objectives Increase Awareness & New Branding: Educate readers on 24 Hours Toronto newspaper’s changes. Emphasize its new dedicated editor, Nelson Branco, and editorial team, its strong daily focus on the city’s entertainment (events, social media trends, club scene, things to do, restaurants, concerts, etc.) and local news scene. Build-up exposure for the new logo, masthead and overall design. Inform readers about the all new website: http://www.toronto24hours.ca/ Promote Exclusive TTC Agreement: In 2015 - 24 Hours Toronto became the exclusive commuter paper at more than 90 TTC and Go Transit locations within the PATH system. Postmedia relaunched 24 Hours Toronto to promote the distribution deal with Gateway Newsstands, which increases its reach and audience across the GTA. Revenue: Leverage an existing local client to be the relaunch partner and a contest sponsor. Ripley’s Aquarium of Canada signed on as the relaunch partner and provided prizing. Contest Entries: Drive people to enter the custom contest (4-week duration) by taking a selfie with their 24 Hours newspaper and use the #24HoursTO or by entering on-line.

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Results •  Successfully launched a new website

http://www.toronto24hours.ca/ and dedicated social media accounts for 24 Hours Toronto (Facebook & Twitter)

•  Total newspapers handed out during hawking program (Nov. 9-13, 2015 at 6:30am-10:00am): 58,050 copies

•  Ripley’s Aquarium mascot handed out coupons at Union station alongside the 24 Hours Toronto branded hawkers on launch day (Nov. 9).

•  Over 200,000 copies of 24 Hours Toronto

distributed daily to 1.6 million riders on Toronto’s public transit system through the new TTC Trade Agreement.

•  Ripley’s Aquarium of Canada signed on as the launch partner.

•  This partnership lead to significant incremental revenue.

•  Supplied daily prizes and components of the grand prize.

•  Total Contest Entries: 23,895

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Ripley’s Aquarium of Canada Shark Mascot

50% Male

Avg. Weekly Demographic Profile *

28 MIN

1,001,000 Readers

per week

20% Reach

per week

M-F

Avg. M-F

M-F (Print**) 455,000

8%

67% Age 25-64

33% Baby Boomers

$76,003 Avg. HHLD Income

41% HHLD Income $75k+

43% Trade Certificate/Diploma

64% Home Owners

17% Blue Collar

25% Managers, Owners,

Professionals

50% Female

219,505

Average Time Spent Reading

Total Circulation

Readership # Reach

Sources: Readership & Population: Vividata Q1/Q2 2015, Weekly Print Edition Base: Toronto EMA. Circulation: CCAB 12 mo. Audit reports ending Dec. 31st, 2014. Conference Board of Canada, Metropolitan Outlook, Winter 2015

§  Toronto Adult 18+ Population: 5,584,000 §  Canada’s largest city §  Projected 2016 retail sales of $79 billion (+4.3%)

Demographics

Creative

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Full page print promo 24 Hours Toronto Boxcard

Launch Day Cover Wrap: OFC

Front Cover with new header

Inside Entertainment Page (new design)

Creative

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Newspaper Racks in TTC

Subway (underground)

TTC Gateway Stores & Newsstands

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