All ten of Canwest’s major city daily newspapers have simultaneously launched redesigned news and information destinations.
The multi-media conglomerate says it wants Canadians to become "know-it-alls", and it has unveiled a national advertising campaign to support the launch, with creative customized to each market.
Each site has an interactive online demo in the top banner position inviting visitors to tour the new features of the site.
“We’re excited to launch this evolution of our online newspaper brands,” said Graham Moysey, General Manager and Senior Vice President, Canwest Digital Media. “It is a fresher, more intuitive experience for users, offers richer and more targeted opportunities for both local and national advertisers while continuing to deliver the depth of trusted and engaging content that Canadians expect from their Canwest newspaper sites.”
Created by Smith Roberts Creative Communications in Toronto, the campaign is described as featuring regular people sporting beauty pageant-style sashes with text reading “Ms. Know-it-all” and “Mr. Know-it-all,” proving that by visiting your local newspaper website, anyone can be a Know-it-all.
In one execution a surprised and elated sewer worker sports a sash and a tiara on his hard hat, clutching a bouquet of roses, having just been awarded the title of Mr. Know-it-all. Each execution will be customized and branded to reflect the values and personality of each local newspaper.
Among the improved features, the company mentions cites a new design and simplified navigation; an increased focus on locally relevant news and information; a wider layout format; hyper-local classifieds and integrated social networking tools.