In an effort to draw new residents and businesses to Guelph, city officials recently distributed a 16-page advertising package provincially through the Globe & Mail at a cost of $11,450.
The package, known as Perspective Guelph, was created by a marketing firm on the city’s behalf. It includes a full-page ad, six articles and a message from the mayor, and is accompanied by a digital campaign.
“As we emerge from the global pandemic and all the challenges it has brought us, Guelph is poised and ready for continued growth and prosperity,” states a message from Mayor Cam Guthrie included in the June 25 advertising package. “Our city is consistently ranked as one of the best places to live and work in Canada.”
The initiative, which involves nearly 200,000 copies, is part of the city’s general marketing activities, explained Christine Chapman, the city’s manager of economic development, in an email.
A “vast majority” of copies were distributed throughout the Greater Toronto Area, she said, noting they went out across the province, except for the northwestern section.
“The advertising fee paid by the city provides us with sign-off rights for the overall design of the final publication,” Chapman said, noting numerous other municipalities take part in similar efforts.
In addition to the city ad and content, sales people from the marketing team booked ads from a number of local organizations and businesses within the package.
