Canadian auto industry alliance leverages wider consumer experience
A new partnership spins relevant print and timely online opps, expanding the reach of Canada's biggest automotive event.
The Canadian International AutoShow (CIAS) is partnering with Auto Trader in a four-year deal that grants publishing and event presentation rights to Auto Trader and outlines AutoTrader.ca as the sole online partner of the show. With an attendance of over 300,000 visitors last year, the CIAS is touted as Canada’s largest consumer automotive event. The 35th CIAS will take place Feb. 13-22 at the Metro Toronto Convention Centre and the Rogers Centre.
The partnership between the CIAS and Auto Trader – both strong brands with consumers, dealers and automotive manufacturers alike – presents unique cross-platform opps.
As the presenting title sponsor and show program publisher of the CIAS, Auto Trader will incorporate editorial content and new car introductions and feature exclusive coverage at AutoTrader.ca. With 2.2 million unique visitors per month (according to ComScore media metrix), AutoTrader.ca’s online presence gives the CIAS a platform to provide photos and videos from the show.
‘Our goal is to provide all Canadians with the experience of the AutoShow, even if they are unable to visit in person,’ says Scott Neil, director, online advertising & content, Trader Corporation. ‘We will be able to relay up-to-the-minute auto show information.’
In excess of 200,000 copies of Auto Trader with the auto show guide are also anticipated for circulation, including distribution at the show, through retail partners and at other events across the country.
‘The alignment of Auto Trader and the Canadian AutoShow will create the ultimate automotive showroom,’ says Neil.
Trader Corporation has approximately 200 publications and 20 web sites covering automotive, real estate, general merchandise and employment industries. Trader Corporation is owned by Yellow Pages Income Fund (TSX: YLO.UN).