Air Canada is the exclusive launch sponsor of The National Post?s new application available for Apple?s iPad, iPhone and iPod touch.

National Post applications provide new opportunities for advertisers to engage with target audiences. Launch screen logo placement, tethered bottom bar banner placement and expanded ad ? full screen or Web view ? are all available. Custom executions including story flow ad interstitials can be developed in partnership with advertisers.

?Our content is what determines our audience whether it is on the iPad or not,? said Jonathan Harris, vice president of digital at National Post, Toronto. ?We are reaching an affluent, educated audience and that is who Air Canada is targeting.?

Air Canada

The Air Canada advertisement is a banner ad along the bottom of the Latest Top Stories section of the application.

The banner advertises the airline?s mobile services. It encourages readers to be ?in the know while on the go.?

Consumers are asked to click on the ad to find out more about getting flight updates on their smartphone.

Users that click through are routed to the Air Canada application download page in Apple?s App Store.

National Post Reader App
The National Post application is simple and lets readers customize their reading experience.

The application includes hard-hitting analysis with award-winning reporting from both the National Post and Financial Post.

There is a customizable news feed that brings users straight to the day's breaking news as well as the latest opinion pieces from Canada?s favorite writers and commentators.

As with all National Post products, the application features coverage from across the country and around the world, delivered with a distinctly Canadian voice.

Features of the National Post application include:

? Delivery of top story content as soon as news breaks
? Quick and easy navigation tools
? The ability to save stories to read later, including when offline
? Social media sharing via Facebook, Twitter, Instapaper and email 

An advertising campaign promoting the new applications was developed in house by the National Post marketing team and will run in paper and online across Postmedia Network properties.

?We?ve launched across all of Apple?s mobile devices because we saw that many Apple customers were accessing our site and so the logical next step was to cater to them via applications that leverage the unique features of the Apple iOS,? Mr. Harris said.

?We are planning for Android and Windows Phone 7 applications in the future, as part of our ongoing effort to be wherever our readers are and present them the opportunity to access our content however they choose to,? he said.  

?It was really exciting working on this project and we have more in the pipeline, launching in mid-January.?

Final take
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