The six regional media co-ops in Québec and Ontario, Le Droit, Le Nouvelliste, Le Quotidien, Le Soleil, La Tribune and La Voix de l’Est, have taken another step in their digital transformation. As part of the launch of the digital subscription services, Larouche developed a new slogan to highlight the client’s mission of producing and disseminating local information: Local. De calibre mondial. The new slogan was the foundation of a joint positioning and promotion initiative designed to convert subscribers from print to the digital platform as well as attract new subscribers. The campaign’s deployment, overseen by Larouche, included various digital and traditional tools as well as several communication tactics, including an internal launch, a digital release, print ads and a digital campaign to drive target audiences to an advertising landing page.