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Hyundai Canada Experiments With “Accelarated Audience Reach”

Published on April 23, 2012

In what it claims is the “first massive takeover of its kind,” automaker Hyundai will take possession of “the most prime real estate Postmedia has to offer.”

On April 24 (and April 25 in Alberta), Hyundai will own the front page of every Postmedia digital, print and mobile platform for an entire day.

Postmedia Network is a wholly owned subsidiary of Postmedia Network Canada Corp.. am dos the largest publisher by circulation of paid English-language daily newspapers in Canada, representing some of the country’s oldest and best known media brands. Postmedia offers advertisers and marketers integrated solutions to effectively reach target audiences through a variety of print, online, digital, and mobile platforms.

The offering by Postmedia is called “Launch Pad,” and the company claims it represents the largest one-day audience available to marketers, and a way to achieve “accelerated audience reach.” Elements include a four-page full colour A-section promo wrap on all of Postmedia’s daily publications plus repped brands, a full cover wrap on Financial Post Magazine; opening homepage takeover on all newspaper websites, and; mobile homepage takeover on all Postmedia iPad apps plus site takeover of all standard ad units on iOS and Android apps and mobile optimized websites.

“Hyundai is a company that is always on the hunt for new ideas,” said John Vernile, Vice President of Marketing at Hyundai Auto Canada Corp. “We like to do things a little differently. One of our most important goals is to reintroduce ourselves to Canadians, so a front cover property with a first-rate group like Postmedia is the perfect approach to get our message out in a big way.”

“Take a bold advertiser with a big story to tell and a media partner with the creativity, products and the most coveted audience around and you have Launch Pad,” said Simon Jennings, Chief Digital and Revenue Officer, Postmedia Network. “Advertisers want high-impact creative solutions to meet their marketing objectives. Our goal is to provide them with not only innovative solutions but seamless execution and outstanding customer service. And have fun doing it.”