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Category Interactive Date 4/11/2006 |
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driving.ca Targets People on the Move with New Advertising Campaign
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| Edgy ads drive the point home for consumers looking to find the perfect vehicle |
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(TORONTO, ON) – With spring in their steps, consumers are gearing up for the car buying season. To help them with their decision-making process, driving.ca, part of the canada.com network which includes the websites of 11 of the country’s top metro newspapers, is launching a new advertising campaign based on the theme of finding the perfect car. Six creative concepts developed to run on transit and online, will create an experience leading consumers to specific cars based on lifestyle.
The new ads speak to the ease and convenience that driving.ca offers consumers in researching or purchasing a new or used car - helping potential car buyers find their perfect auto fit. Each execution reflects a different persona -- including the family car buyer, luxury car buyer, car enthusiast and single dweller -- with taglines like “See our top three chick magnets” for the single guy or “Congratulations on the triplets” for the husband and wife team.
“One of the key differentiators of driving.ca is that it is more than just a listings site, offering consumers; research, reviews and other valuable tools,” said Laura Pearce, General Manager for driving.ca. “This campaign puts options right in front of consumers and proposes ideas based on what we think they’re looking for. Whether it’s a ‘chick magnet’ or the next ‘family van’ we’ve created the message that driving.ca is the destination to find their perfect fit – whether that be a new or pre-owned vehicle.”
The ads will run on a number of sites that target both men and women and will also include transit ads in the form of bus backs. They will run from April 3rd to May 3rd in the following cities: Toronto, Vancouver, Montreal, Ottawa, Calgary, Edmonton, Victoria, and Windsor.
About driving.ca
driving.ca, part of the canada.com network, offers consumers a better way to research, buy and sell cars online. More than a listing site with its rich content, comparison tools and features, driving.ca also offers a full inventory of available cars from the dealer network, as well as classified listings from CanWest’s 11 major daily newspapers. driving.ca is owned by CanWest MediaWorks Publications Inc., which is approximately 74% indirectly owned by CanWest Global Communications Corp, (CanWest) (NYSE: CWG; TSX: CGS.SV and CGS.NV, www.canwestglobal.com) and 26% indirectly owned by the CanWest MediaWorks Income Fund (TSX: CWM.UN; www.canwest.com/incomefund).
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For further information, please contact:
Katherine Raso
External Communications
CanWest MediaWorks
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