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IFRA XMA Cross Media Awards 2008 projects |
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Company: The Globe and Mail |
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Project name: Infiniti Excellence by Design |
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Topical category of the project |
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A: Cross media campaigns for individual advertising customers |
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General information about the publication |
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In print for 164 years and published coast to coast, The Globe and Mail is Canada's only national newspaper with a cumulative weekly readership of 2,880,000. Its flagship website, globeandmail.com, is one of the country's most-visited online news destinations. The newspaper also publishes a number of widely read magazines, including Report on Business magazine, Report on [Small] Business and tq (Technology Quarterly). |
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Project description |
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Excellence by Design was an Infiniti-branded microsite linked to from globeandmail.com that was live from May 2007 until December 2007. This unique showcase profiled six renowned Canadian designers from a variety of fields.
Visitors to the microsite could view video interviews with the designers, read text transcripts and view related photo galleries. Links to infiniti.ca were prominently displayed on either side of the top navigation so that viewers could click through to Infiniti's site at any time.
Visitors could also enter a related contest to win a $5,000 travel voucher. When completing the contest entry form, visitors were able to opt-in if they wanted to be contacted to arrange an Infiniti test drive. |
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The basic idea of the project |
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Infiniti had approached The Globe and Mail to help it more effectively communicate its core brand values to its target audience, professional males with a household income of at least $75,000.
In response, The Globe's Marketing Solutions Group devised a branded content solution that was aimed at improving awareness and purchase consideration of Infiniti nameplates among new and existing customers.
Visitors to the content-rich microsite inferred a connection between the exacting standards profiled designers spoke about and Infiniti's own products, reinforcing Infiniti's reputation for quality, luxury and elegance. |
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Used media channels |
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