A new campaign from the Globe and Mail uses tariff turbulence, market volatility and a historic federal election to reinforce its status as a reliable source of news.
Sean Humphrey, VP of marketing, product and digital experience at the Globe and Mail, tells strategy that the goal was to drive subscription growth while emphasizing the outlet’s capacity to help readers make informed decisions during a period fraught with inaccuracy.
Blackjet led creative and VMC Media is handled the media buy for the campaign.
“We know there is a lot of competition for people’s time, a lot of compelling influencers, a lot of free information and a lot of misinformation,” Humphrey says. “We wanted to make sure the Globe was top of mind at this critical time where quality, accurate information is needed now more than ever.”
The Globe unveiled a 90-foot digital billboard in Toronto’s Sankofa Square as a focal point for the campaign. One side of the ad reads “The Product of Canada” while the other showcases an animated maple leaf accompanied by headlines from stories on tariffs, economic turbulence and elections. The digital spot culminates with a photo of the Globe’s March 5 cover featuring the headline “Strong and free,” a response to U.S. President Donald Trump’s challenges to Canada’s sovereignty.
“The massive digital billboard in the centre of Toronto seemed an ideal place to remind Canada that the Globe really is ‘the product of Canada,’” Humphrey says. “We’ve been leading the national conversation since 1844, even before Confederation. We see the Globe’s longevity as a strength.”
The billboard is supported by OOH ads across Toronto, Vancouver, Ottawa and Calgary and by social-media and digital with ads on several U.S. news sites that target Canadian readers.
The brand expanded its marketing efforts for the campaign beyond paid digital platforms such as Meta and Google to include Reddit and Captivate’s OOH network of digital billboards at transit shelters in urban centres.
The majority of the budget was allocated to DOOH as its allows the Globe to respond to the dynamic nature of the issues facing Canadians. However, a significant investment was made in Reddit in an effort to turn consumers who are already actively seeking information and insights into Globe subscribers. Humphrey says the Globe monitors referral traffic, direct traffic and behaviour on its website to better understand consumption, time-spent, registration and subscription metrics.
“We know Canadians are actively seeking out information and insights they can trust and we wanted to remind them that the Globe has got their backs,” he says.
