The Financial Post newspaper will launch a national print and tv campaign next week hinging on the new tagline, ‘Access Success.’
The campaign, developed by Toronto-based agency Campaign House Worldwide, will break on April 22.
The main message, says Jeff Syrydiuk, vice-president of circulation and marketing for the Post and The Toronto Sun, is that the Post provides an abundance of information with which readers can make financial decisions, ‘and ultimately become more successful.’
The campaign coincides with an existing direct mail subscription drive; in the past the paper has found that a mixed-media approach, with print, broadcast and direct mail, works better than using one medium alone.
The commercials were shot at locations across Canada and feature cameos by unnamed, but high-profile, businesspeople.
Along with the new tagline, the ads will use the paper’s initials, fp, to represent attributes of the paper, such as a ‘Fresh Perspective.’
Syrydiuk says the Post has not had a standard tagline in its advertising, and that the longevity of ‘Access Success’ will depend on the response it generates.
‘Canada’s Business Voice,’ was the most recent tagline.
Print executions will be seen in The Financial Post and other business publications, and ‘Access Success’ will be incorporated into the paper’s existing direct mail program.
