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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: Grey Goose Presents the World's Best |
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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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Grey Goose Presents the World's Best, which ran from June 2007 through December 2007, was a cross-platform, multimedia program that showcased the world's best travel, leisure and dining pursuits.
Coordinated by The Globe and Mail in partnership with Discovery Channel, the promotion included content that appeared on four television stations (Discovery, Discovery HD, Discovery Civilization and Travel + Escape), the stations' websites, The Globe and Mail newspaper and globeandmail.com.
Primary content consisted of vignettes that ran during ad time on the television stations and combined excerpts from Travel + Escape programming with Grey Goose-branded messaging in order to connect the idea of the world's best cuisines, hotels, spas, etc., with the world's best vodka.
A microsite reached via TravelandEscape.ca let visitors view the vignettes online along with related content from the website. Visitors also found a link to a related globeandmail.com microsite where they could enter a World's Best contest and read selected articles from The Globe and Mail's Travel section.
The Globe also gave the Aug. 11 edition of its Travel section a World's Best theme. This 12-page, nationally distributed newspaper section contained extensive editorial that was repurposed for The Globe's microsite as well as several prominent Grey Goose display ads. |
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The basic idea of the project |
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Grey Goose wanted to solidify its brand image as the "world's best" among new and existing customers.
To reach a discerning audience of Canadians 30 and older who appreciate the best in life, the vodka-maker partnered with travel properties belonging to the CTVglobemedia network, which includes The Globe and Mail among its media brands. |
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Used media channels |
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The implementation |
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The Grey Goose vignettes that ran on the four participating Discovery Channel television stations had primed its target audience by creating an association between the idea of the "world's best" travel and leisure pursuits and the "world's best" vodka.
Meanwhile, the four stations' corresponding websites ran banner ads to drive visitors to the World's Best microsite on TravelandEscape.ca, which in turn linked to The Globe and Mail contest microsite. |
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Image(s) |
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Links |
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www.travelandescape.ca/content/default.aspx?pid=11 ...
review.ctv.ca/q.aspx?id=5550600627_GreyGooseExotic ...
review.ctv.ca/q.aspx?id=1956520627_GreyGooseUberGu ...
review.ctv.ca/q.aspx?id=7057040627_GreyGooseUltima ...
review.ctv.ca/q.aspx?id=9613840627_GreyGooseLuxury ...
review.ctv.ca/q.aspx?id=2334660627_GreyGooseUberGu ...
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Project results |
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In its newspaper alone, The Globe and Mail delivered 3.2 million ad impressions to adults 18 and older with a frequency of 8.9 impressions per reader. The Globe also delivered over 10,500,000 gross impressions online at globeandmail.com, and received 1,643 contest entries at its microsite.
Meanwhile, Discovery Channel, Discovery Civilization and Travel + Escape generated 17,076,000 broadcast impressions to Grey Goose's target market of adults 30 and older, while 996,136 online impressions were generated by ads that ran on DiscoveryChannel.ca, DiscoveryHD.ca, TravelandEscape.ca and DiscoveryCivilization.ca. |
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