Web, TV, radio, billboards and advertising takeovers of highly trafficked locations combined with event sponsorships and experiential events to form the most expensive promotional campaign ever mounted by Montreal’s La Presse, as the company sought to move consumers and advertisers to its new La Presse+ tablet app. In part four of NetNewsCheck‘s Deep Dive into the company’s high-stakes move into digital, Editor Michael Depp details the marketing and promotional effort that among other things, has national advertisers spending more with the company than it did a year ago.