
Local voice and landmark unite as New West Spotlight’s Tin Man mascot boosts subscriber engagement
NEW WESTMINSTER, BC – January 23, 2026
A uniquely local, community-chosen mascot helps grow New Westminster’s daily digital newsletter, New West Spotlight, by creating a deeper sense of identity and connection among readers. Through a collaborative selection process involving resident and children’s votes, the Tin Man—a cherished figure and world record holder—now headlines the only daily digital newsletter in New Westminster, further cementing its place at the heart of the city’s community life.
In June 2025, New West Spotlight invited the public to select its official mascot, engaging hundreds through a process that blended online subscriber voting with in-person children’s votes at the Queensborough Children’s Festival. This initiative not only drove participation but highlighted the newsletter’s commitment to bringing local history and residents together in new and dynamic ways. The chosen mascot, the Tin Man, is already a familiar landmark, best known for being the world’s tallest tin man—an icon with both recognition and relevance in New Westminster.
The community-chosen mascot helps grow New Westminster’s daily digital newsletter by reinforcing the publication’s core ethos: inclusivity and local pride. Since the Tin Man’s official debut on January 12, 2026, in the newsletter, subscriber growth and reader engagement are on a steady rise. Early data and anecdotal reader feedback suggest the mascot’s presence is driving sustained interest and making local news more approachable for a diverse audience, including families and longtime residents.
Promoted twice weekly every Monday and Wednesday, with plans to include Sundays due to high demand, the mascot’s contest has quickly evolved from a simple poll into an ongoing engagement tool. Rather than focusing on traditional advertising, New West Spotlight has partnered with community-minded local businesses to offer prizes for participation, creating shared value and reinforcing the collaborative spirit underpinning the initiative.
By tying a recognized local landmark to the newsletter’s voice, New West Spotlight demonstrates how a community-chosen mascot helps grow New Westminster’s daily digital newsletter beyond just delivering news. The mascot works as both a content feature and a rallying point for neighborhood events, furthering the mission of connecting residents with stories, businesses, and happenings that define New West daily life.
This approach highlights a broader movement in hyperlocal media to engage audiences through authenticity and shared experience, a direction that is both timely and necessary as communities seek meaningful ways to connect digitally. As New Westminster’s only daily digital newsletter, New West Spotlight remains committed to celebrating what makes the city unique, setting itself apart as both an information source and a cornerstone for community-building.
“Bringing people together has always been central to my work. When the newsletter launched, that focus naturally became local. Choosing the Tin Man through community and children’s voting made the mascot feel authentic — it belongs to New Westminster,” said Carla McNeil, producer of New West Spotlight.
Become a subscriber today: https://www.newwestspotlight.com/subscribe
About New West Spotlight
New West Spotlight is the only daily digital newsletter in New Westminster, produced locally and covering all things New West—including people, businesses, events, and community initiatives. Built on a foundation of bringing residents together, New West Spotlight is committed to supporting and promoting everything that makes the city vibrant and unique. Learn more at newwestspotlight.com.
Media Contact:
Phone: +1 (778) 835-4032
Website: newwestspotlight.com
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