Auto show driven into a media frenzy

It's auto show time, and the newswires are filling up with announcements about which new models have won awards at the Canadian International AutoShow in Toronto. Here's a round-up of sponsors as the show gears up at Toronto's Rogers Centre, from Feb. 16-25.

CanWest scored the spot as the 2007 Canadian International AutoShow’s official greeter for its daily National Post. The paper, along with CanWest’s and media partners Global Television and 104.5 CHUM Radio, will cross-promote The Lexus Perfect Moment Contest. That promo gives one lucky winner two nights at a hotel and a ride to the Toyota/Lexus plant, where they can pick out a new vehicle. The National Post and, will cover news of the contest, when the winners are announced through its media partners Global Television and 104.5 CHUM Radio.

CanWest’s cross-platform coverage of the auto show kicked off with a special section in yesterday’s National Post. Ongoing updates for Blackberry users will start on Friday through CanWest’s bbTV (, and a microsite at with car previews, exclusive interviews, display reviews and on-site coverage.

The new ‘Smarter buyer, Better car’ campaign for will also get the show’s audience engaged through an online kiosk at the National Post booth and four days of autograph sessions with Canadian NASCAR driver Pierre Bourque, courtesy of Mosport International Raceway.

Other media sponsors are also getting in on the action. Today, comedian Mike Bullard, now host of Mike Bullard Uncensored on XM Satellite Radio, will join execs from XM Canada and Hyundai Auto Canada to unveil the new 2007 Hyundai Veracruz.

Carguide Magazine, CFRB and A-Channel are partnering with GMC for a giveaway contest promoting the 2007 Acadia. Sun TV and Q107 are inviting participants to fill out ballots to win a Dodge Avenger. President’s Choice Financial, as one of the autoshow’s headline presenters and online partners, has teamed up with Toyota for a 2007 Matrix giveaway. The Toronto Sun and Z103.5 are media partners backing Castrol’s Centre Stage events throughout the show – which include live DJs, dancers, beatboxing, and extreme martial arts.

This year, the Toronto Star and 680 News are supporting the Nissan Free Parking program for show attendees that highlights its 2007 Altima. Nissan’s also running an express shuttle program.

DaimlerChrysler Canada has partnered with Windsor-based BBDO and McGill Digital Solutions to create two 50′ HD interactive touch screens to engage consumers with details about Jeep and Dodge products at the Montreal Auto Show in January, and the tools will be on site at the Toronto show too. is also running a promotion that hands out free five-track music download cards to qualifying students. And the auto show itself is running a photo contest that gives people a chance to win four tickets to its 2008 events.

This year’s Canadian AutoShow will also hit Edmonton (March 1-4), Calgary (March 7-11), Vancouver (March 30-April 8), and Saskatoon (April 20-22).