Case Studies

Tell-Tale Tabloid

CLIENT

BBC Canada

OBJECTIVE

Re-launch BBC Canada as a bold and original lifestyle channel

SOLUTION

Introduce BBC TELLY, a spin on the classic British gossip tabloid using everyday Torontonians and our own paparazzi; enlist gossip king Shinan Govani as guest editor and BBC Canada personalities; insert into major dailies and generate news from the magazine

RETURN

250,000 magazines in the hands of Canadian newspaper subscribers; guest editor media tour delivered 14 million media impressions; increase in viewership (range of 300 to 1900 per cent across BBC Canada’s schedule)