30 January 2012
CBP creates free ads to promote 'power of print'
TORONTO—The Canadian Business Press (CBP) is flexing the power of print by helping publishers and others spread that message for free.

Trish Torrance, the CBP's executive director, said about a year of work went into the Power of Print: Healthy for Business campaign, which started with a committee discussing ideas and then passing them on to creative firm Hambly and Woolley in Toronto to create the components. "I am so thrilled by how it came out," she said of the ads.

One of the power of print ads from CBP
One of the power of print ads from CBP

The components include five print and web ads based on IAB standards, a blow-in card, a one-page fact sheet to supplement media kits, a list of "tangible promotional items" to help support the campaign, and a YouTube video, noted the CBP.

The campaign is based on the tagline "Put More Fibre in Your Media Buy, It's Healthy for Business". The CBP noted variations of the theme "have been adapted for one all-purpose ad as well as ads focusing on three major categories represented by the members of CBP: manufacturing, professional, and services."

The ads are free to anyone who wants to use them, however the user is asked to complete a "simple survey", said Torrance. The campaign received assistance from the OMDC and the Department of Heritage, she added.

There will be a webinar this Wednesday, Feb. 1 at 1 p.m. to relay info about the elements of the campaign and how to most effectively use them. Those interested in the webinar should email Trish Torrance.
— Jeff Hayward
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