Mazda Canada is shifting into high gear with a campaign to introduce its new 2014 Mazda3.

With media by Excelerator Media and creative by JWT, Angie Matchett, media director, Excelerator Media, tells MiC that the campaign is targeted at high-income adults who “view their vehicles as extensions of their personality.” The campaign, which kicked off last week with a cover fold execution in Metro, is beginning to roll out in full, and relies on a national partnership with Cineplex.

Mazda will have vehicle displays at select theatres with brand representatives handing out free Scene points to members. Additionally, JWT has created Mazda3 Fast Lane a Mazda3-inspired racing game that will be featured in the Timeplay pre-show segment in Toronto and Vancouver cinemas, a first for the brand, says Matchett.

Mazda will also leverage its sponsorship ties with Canada Snowboard and events like Snowboard Jamboree in Quebec, with branding on ski hills.

Supporting these channels, Mazda will also have OOH ads concentrated heavily in Quebec, where Matchett says the brand is trying to regain some of the market share it has lost in the past couple of years. Rounding out the campaign, the brand will also rely on digital, search and social media, as well as TV spots, which are slated to roll out later in the campaign.

Matchett says this is one of the largest launch campaigns Mazda has rolled out to date. She adds that vehicle display like those at Cineplex theatres will be a key part of the campaign strategy, as the brand tries to give more opportunities to interact with the new Mazda3.

The campaign will be in market until spring 2014.

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