Just in time for the auto show in Toronto this weekend, The Globe and Mail has unveiled a matchmaking site for folks in the market for a vehicle. The site, found at globeauto.com, boasts multiple search tools for the user – from the novice to the auto aficionado, as well as auto news, reviews, videos and comparison calculators. To support the launch, the paper will have a significant presence at the Canadian International Auto Show in Toronto (February 17-26), while street teams in various globeauto.com-branded vehicles will take to the streets in the Toronto and Vancouver markets. Other executions include print, OOH, online, radio and in-elevator ads. Creative was designed by Naked Creative and media buys were done by Gaggi Media, both of Toronto.
Though editorial content cannot be sponsored, ‘there are a variety of ad spaces available within the site,’ explains Sandra Mason, GM of globeauto.com. Dealers can list vehicles – including weekly specials — on their lots as well, she says.
