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CTV News has established itself as a leading source for comprehensive election coverage, offering in-depth analyses and live updates during the 2021 federal and 2022 provincial elections. Their coverage featured interactive maps and highlighted key voter concerns, effectively leveraging their CTV app to engage Canadians and encourage voter participation.
FEDERAL & PROVINCIAL ELECTIONS | 2021 — 2022
With a surprise federal election called in 2021, Bell Media led the way in developing the CTV News app which played a pivotal role in keeping Canadians informed and engaged. Our challenge was to tailor the messaging with visuals for each major city/region throughout Canada. With this app, Canadians were provided real-time election results, in-depth analyses, and personalized updates allowing users to track developments as they unfolded. Interactive features, such as customizable notifications and user-friendly maps empowered voter exploration of key ridings, party standings and voter turnout. The app proved to be successful with its ability to deliver timely and accessible information, making it a go-to resource for Canadians seeking reliable election coverage.
The drive behind the campaign’s approach was to “bring home” the election and connect more directly with their nation-wide demographic. Incorporating a vibrant mix of brand colours, iconic landmarks and bold design and typography, we crafted a dynamic campaign that reflected the unique characteristics of capital locations across the country.
With the marked success of the Federal Election campaign, Bell Media once again entrusted us to produce a follow-up campaign for the 2022 Ontario Provincial Election. For this, we spring-boarded off the established tone of the Federal Election campaign, but rather than bringing focus to specific regions, we developed a series of promotional spots focused on key issues at the forefront of Ontarian’s election.
This resulted in a successful Online and on-air campaign tailored to key issues most relevant to the numerous ridings across the province, encouraging viewers and users to more actively engage with the CTV News brand for coverage specific to their areas.
CTV News’ coverage of the Ontario Provincial Election was the most-watched, attracting an average audience of 655,000 viewers across their broadcasting channels—a high level of engagement with their election coverage and increased app usage during that period.
