Since the launch, the newspaper has enjoyed a 4.4 percent increase in circulation, significant increase in website traffic, social media followers, as well as attracting an impressive array of new advertisers, particularly to its new supplements that feature glossy covers and improved newsprint.

At helm of that change has been Phillip Crawley, CEO of The Globe and Mail. WAN-IFRA Magazine profiled the Globe's relaunch in its July/August edition and interviewed Crawley and a number of his management team about the relaunch.

As the leading national daily newspaper in the country, it was clear that The Globe and Mail's trusted brand carried a lot of weight in the success of being accepted by readers and advertisers.

Crawley will speak at the 63rd World Newspaper Congress in Vienna (12-15 October) during a session dedicated to branding. Here is a taste of what he will share during his presentation.

WAN-IFRA: Much of what The Globe and Mail wanted to achieve with its redesign and relaunch was to reach new audiences, on all platforms, so what role did the paper's brand play in extending your audience, and how can you build a community through your brand?

CRAWLEY: We ran a big brand campaign at the time of our redesign with two different TV commercials which were significantly different than anything we had run before. I will show them during my presentation in Vienna. We also ran an eight-week campaign across all our print and digital platforms under the heading of Canada: Our Time To Lead. This was aimed at engaging our readership/audience with major topics for a week at a time, stimulating daily debate, using our Catalysts Group, which is an online panel of 1,000 readers who feed us views and opinions on the issues we address. This worked well and spoke to The Globe's role as a forum for national debate. I have the traffic numbers from the series and will use them in the presentation. We also have a pair of videos which start with where we are now, nearly a year on from the redesign, and how we aim to develop the brand values over the next four to five years, especially focussing on the new building we will occupy in January 2015 as a symbol of how we are evolving the brand and engaging the wider Canadian community.

The Globe brand is why our owners bought us last year, so this is top priority for me and the executive team.