Case Study: Nissan

Charged with the challenge to celebrate Nissan’s most innovative year ever with the launch of the Sentra, Pathfinder, and Altima – The Globe and Mail needed to create an opportunity that would employ innovation. The Globe and Mail joined with Nissan and OMD to create a multi-faceted marketing campaign and sponsorship.

The solution: a multi-platform brand partnership domination to provide maximum. reach through The Globe, including a first-ever tabloid afternoon edition of The Globe and Mail – a special 24 page tabloid on premium paper that would focus on the US election, how to follow the news in Canada, and how the politics and the election fallout shape our lives and lives as Canadians.

Why the US election? It is one of the biggest news days of the year and our afternoon edition was distributed in person to 300,000 Canadians outside The Globe’s daily morning reach, in 6 major markets – Halifax, Ottawa, Toronto, Edmonton, Calgary, and Vancouver.

Watch the video to learn how the project came together.