Chevrolet creates its own travel guide

The automaker created the Blazer Index to appeal to high-spending and stylish boomers.
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Chevrolet is taking a page out of the Michelin Guide.

Pairing with Blue Ant Media’s social content studio Blue Ant Plus, the automaker has unveiled the Blazer Index, a travel guide listing luxury attractions and weekend destinations across Canada.

The Blazer Index debuted in the June/July issue of Blue Ant’s flagship print property, Cottage Life, published as a co-branded double-page spread following the magazine’s editor’s note. The experiences highlighted then became available in an online hub at Cottage Life’s website, with associated promotion through Blue Ant partners such as Outdoor Life and Field & Stream.

In addition to the digital version of the guide, there’s a three-part original video series. Each video follows different successful and stylish Canadian Baby Boomers who travel to Blazer Index destinations. The videos are also airing as two-minute commercial takeovers on Blue Ant’s linear channels, with the paid media effort continuing into mid-August.

Episodes include a husband-and-wife duo from B.C. exploring the province’s coastal rainforest and spending a night in a suspended spherical treehouse, Free Spirits Spheres (main image), a pair of foodie friends in Ontario setting out to find an infamous speakeasy and an exec in Nova Scotia joined by a golf pro on an excursion to a high-end resort.

The campaign was created in partnership with Chevrolet’s content AOR, The Story Lab. Carat was the media agency on the assignment.