The Works by Content Works: December 2024

As 2024 draws to a close, it’s the perfect time to reflect on another year at Postmedia Content Works. This year we expanded our team, won two Native Advertising awards and worked on a wide variety of meaningful, creative campaigns for our clients. We created dynamic interactive experiences, deep dive articles and engaging content that reached readers from coast to coast.

Thank you to all of our wonderful clients, colleagues and readers, we look forward to another year of exciting projects and innovative campaigns.

Here’s to a creative and fun 2025!

With love from the Content Works team :)

Catalyst Agents

With this sponsored content story running in the Vancouver market, Catalyst Agents wanted to draw attention to what makes m/6 on Main a sought-after development among people of all ages and lifestyles. The story touched upon its location (otherwise known as the Michelin Mile!), thoughtfully designed floor plans and amenities like the rooftop and fitness centre. The article also included other points of interest, like the art gallery, SkyTrain and the future St. Paul’s Health Campus and the new Clinical Support and Research Centre (CSRC). Overall, the article’s goal was to inform readers about Jim Pattison Developments’ latest project and encourage them to book a visit at the presentation centre.

Read the article here: Vancouver Sun x Catalyst Agents

CHUM Foundation

One of the largest teaching hospitals in North America, the CHUM (Centre hospitalier de l’Université de Montréal) is unique in Quebec, offering tertiary and quaternary care, research and education under one roof. The goal of this campaign was to raise awareness of the CHUM Foundation among English-speaking Quebecers and generate donations to the charitable organization. The story follows Emmanuelle Champagne, a 32-year-old Montreal woman living with a rare disorder that affects sensation and movement. Champagne was overjoyed when she became pregnant in 2022, but worried about whether she would be able to meet the challenges of motherhood. It was at the CHUM that Champagne’s care journey took a new turn, empowering her to have a positive birth experience and a healthy start for her child. In addition to telling Champagne's compelling story about becoming a mother, we also featured original photography of her and her daughter to further highlight the amazing outcome that the CHUM made possible.

Read the article here: Montreal Gazette x CHUM Foundation

Food Processors Association of Alberta

The Made in Alberta Holiday Gift Guide campaign, created in partnership with the Alberta Food Processors Association (AFPA), highlighted the importance of supporting local businesses during the holiday season. The accompanying infographic was a key feature of the campaign, showcasing a thoughtfully curated selection of Alberta-made products. This approach not only made the content visually appealing but also inspired action by connecting shoppers to local businesses and emphasizing the broader benefits of supporting Alberta-made goods.

Read the article here: National Post x Food Processors Association of Alberta

Skip

In this sponsored content story running in the Calgary Herald and Calgary Sun, Skip (formerly known as Skip the Dishes) aimed to keep Canada's homegrown delivery network top of mind for Calgarians as they celebrated the holiday season. The approach was to position Skip as the hassle-free choice for having your favourite meals delivered right to your door, taking some of the stress out of holiday preparations. Whether for planned entertaining, a last-minute get together or a quiet night in, Skip has a solution to keep mealtime merry over the holidays. The story featured descriptions of popular offerings at six Calgary restaurants, as well as one florist and one liquor vendor. The story also leveraged some interesting fun facts from Skip's own data about the ordering habits of Albertans and which dishes were trending. Overall, the story's main objective was to ensure and increase awareness of Skip's services during the holiday period.

Read the article here: Calgary Herald x Skip

Whitecaps Football Club

With this sponsored content story running in the Vancouver market, the Whitecaps Football Club aimed to generate buzz and excitement for the local professional soccer team. The approach was to highlight Whitecaps FC’s 2024 season, sharing its successes both on and off the field. The story included the Whitecaps FC’s involvement in the Canadian Championship final and an interview with the team’s chief commercial office. The article also touched upon the club’s unique soccer development program that includes professional development for both boys and girls. Overall, the story’s main objective was to get existing and new fans interested in their local sports team and encourage them to be part of the story moving forward.

Read the article here: Vancouver Province x Whitecaps Football Club