Financial Post hoping outdoor will extend its reach

For the first time since the launch of its daily edition in 1988, The Financial Post has an outdoor campaign under way.Cairine Wilson, director of marketing for the Post, says the tabloid went to outdoor because it wanted to extend its...

For the first time since the launch of its daily edition in 1988, The Financial Post has an outdoor campaign under way.

Cairine Wilson, director of marketing for the Post, says the tabloid went to outdoor because it wanted to extend its reach, as well as take advantage of a season when personal finances are top-of-mind with many people.

Wilson says the outdoor campaign, from Bruce & Myers Creative Directions in Toronto, ‘was planned months ago.’

She says there is no connection between the outdoor advertising and media czar Ted Rogers’ recent acquisition of the paper.

The outdoor component of the Post’s campaign began Jan. 16.

In Vancouver, 26 vertical billboards will run for eight weeks; in Calgary, nine boards will run for seven weeks; and, in Toronto, the Post will use 53 locations for three weeks.

Wilson says this advertising dovetails with other advertising the Post has going, including radio, direct mail and direct response tv spots.

Copy on the billboards is brief: ‘It’s only paper. Then again, so is money.’ A rolled up copy of the Post, its name banner facing out, is at the bottom of the boards.

Wilson says the eight words of copy focus on the key relationships between the Post and its readers – wealth creation and maintenance. DC