As the economy starts to bounce back and people consider making bigger purchases again, Canwest Digital is hoping to capture their attention with the newly revamped Driving.ca.
The site, officially launched today after a soft-launch last week, has a host of new features and new opportunities for advertisers to reach its 413,000 unique monthly visitors (November 2009, based on a three-month average). Advertisers on the site currently include Honda, GM and Mercedes-Benz.
The relaunch will be promoted with a media buy, handled internally and starting today, that includes print, TV, online, OOH, social media and search-engine marketing. It will run for the length of the month. The creative tagline for the campaign is ‘Smarter buyer. Better car.’
New features include a video centre with content from Global’s Driving Television, as well as a ‘new vehicle recommender’ that matches users search criteria with vehicle options and information and an enhanced search functionality that displays links to reviews and new and used listings.
New opportunities for advertisers and dealers include listings beside related editorial content, allowing them to target consumers at different points on the purchase process or geo-target users based on their location. Additionally, new rich-media ads are available that can be inserted into the Canwest Digital ad network.
‘Our strategy for Driving.ca is consistent with our strategy across all of our digital assets, which is to lead with content,’ Joe Strolz, VP digital sales, Canwest, tells MiC. ‘With Driving.ca, this means creating an environment where the advertiser can shine with high-income consumers at the consideration and research phase of the buying cycle on a big-ticket item.’
