Toronto-based Soko Company is giving some branded content exposure to the Ford Fusion with a new ‘Hit the Road’ section at TheSoko.com. Developed in-house by the company’s 20-person editorial team, the section targets the female 25-54 demo and promotes the car alongside auto content at TheSoko.com/hittheroad.

The automotive feature contains articles focused on driving safety, purchasing a car, environmental factors and more. The campaign also features display ads on the site and newsletter spots. The editorial team’s strategy was to appeal to women on an emotional level.

‘Being a lifestyle site, we need to put an organic spin on any sponsored section we produce,’ says TheSoko.com director Jonathan Davids. ‘The messaging for Fusion is all about passion and style, which is a good fit for The Soko.’

According to Davids, TheSoko.com reaches 200,000 monthly readers in Canada with its content – which covers health, relationships and fashion. The company also owns LiveDress.com. Other sponsored sections are in the works for electronics, apparel and travel brands.

Click here for MiC‘s coverage of the LiveDress.com launch.