Global on Monday unveiled its largest-ever multimedia image campaign for News Hour, emphasizing the local impact of its supper-hour newscast in Toronto.

Using the new tagline ‘your family, your city, your news’ and done in-house at Canwest, the campaign features a series of new 30-second on-air promotion spots depicting viewers in everyday situations such as shopping for the right nutritional products and making sure children are appropriately dressed for the weather.

Print ads are set to run in The Toronto Star and community newspapers across the city. The rollout will also include radio spots, transit shelter ads, video screens in supermarkets and gas stations, mall posters and online ads.

The newscast trails CTV in the Toronto ratings, but is ahead of CBC.

‘We’re thrilled to roll out our diversified image campaign, which reflects how our audiences utilize the news we cover and how relevant it is to their families,’ says Jamie Schouela, Global Television’s VP of marketing strategy. ‘Our long-term brand position showcases how News Hour makes sense of important issues, arming our viewers and their families with useful information that will help in their daily lives.’

From Media in Canada