In this edition of our Innovative Advertising Blog, Kathie Braid, vice-president, marketing and corporate sales, Metroland Media Group Ltd., shares the story behind an eye-catching advertising campaign.
Metroland is always striving to present strategic advertising ideas to its advertisers that will in turn be compelling to local readers. I am thrilled to present to you an exciting newspaper execution that we undertook for Sears Optical. We wanted to provide a unique solution to them as their goal was to have their message really stand out.
We prepared for them a false front page, which was the actual front page of that day’s newspaper but slightly out of focus. Page 2 was the Sears Optical message "Bring It All Into Focus". Page 3 (facing page 2) was the actual front page of the newspaper, in focus. The campaign included an additional ad the following week.
The advertiser was thrilled with the campaign as were our readers!