Canwest has overhauled the websites for its 10 big-city dailies, improving navigability and increasing functionality with more rich media applications and social networking tools.

“We were due for a refresh,” said Graham Moysey, general manager and senior vice-president of Canwest Digital Media. “One of our challenges has been that we’ve got enormous amounts of content, so it’s showcasing it in a way that’s really user-friendly and ensuring that people can benefit from it and spend as much time as possible [on the sites].”

The revamped websites include the Victoria Times Colonist (TimesColonist.com), Vancouver Sun (VancouverSun.com), Edmonton Journal (EdmontonJournal.com), Calgary Herald (CalgaryHerald.com) and the Windsor Star (WindsorStar.com). Moysey said that similar refreshments for Canwest’s Canada.com and its broadcast properties could follow within the next eight months.

Each newspaper website features an interactive demonstration inviting visitors to experience the site’s new features.

The relaunch is being supported by a national print ad campaign from Toronto’s Smith Roberts Creative Communications that showcases everyday people sporting pageant-style sashes proclaiming them “Ms. Know-it-all” and “Mr. Know it all.” Each ad is tailored to the local market, and features the newspaper URL above a pulldown menu featuring items like “In-depth news,” “Local perspective” and “Up-to-date sports.”

“We think it’s edgy and clever and can be driven from a national perspective,” said Moysey. “[Marketing is] an area we were happy to invest some money in to make sure we’ve got some edgy messaging.”

It is the first campaign for Canwest from Smith Roberts.