The Toronto Star is profiting following the launch of a new marketing initiative focused on educating children about money management. Working with an educator, the Star’s direct marketing team created an educational activity book titled Do You See a Money Tree? The financial learning resource, which retails for $8.99, is targeted at kids and is being marketed directly to parents. The newspaper promoted the book with in-paper print ads and on thestar.com.
In a blog post for INMA, the Star’s consumer marketing manager Nadine Chevolleau described the book, which launched in July, as a great success. “This campaign is a great example of a fresh approach to an old way of doing things. It’s already got us thinking about what’s next on the revenue generation front,” she said.