The online classifieds site Driving.ca, after a strong first year with heavy promos from CanWest’s other print and online offerings, is celebrating in style – by going on air with Driving Television. A deal between CanWest and the show’s producers, Surrey, BC-based Tencrows Media Group, is sure to spark imitations as the two properties kick off multi-platform promotions designed to drive traffic across media with a unified look and feel. The show’s fourth season hit the air on Oct. 21, and will continue a weekly Saturday-Sunday run on Global, CH and MenTV, with episodes appearing online at Driving.ca.

Ongoing print ads in the Driving sections of CanWest newspapers will promote upcoming content on Driving Television and drive traffic to classified listings and research material on the website. The monthly average of unique visitors to the site, which launched in Nov. 2005, has grown 34% in its first year (318,000 monthly, from January to August 2006, according to comScore Media Metrix). A recently wrapped-up online BMW contest promotion garnered more than 108,000 entries in 34 days. The contest required users to research answers to questions on Driving.ca. The contest also pushed a new slogan for the site: ‘Smarter buyer, better car.’ Dominant advertisers outside of the contest currently include Ford, Honda and GM.

Driving.ca GM Laura Pearce says the agreement ‘broadens Driving.ca‘s reach and solidifies our position as the only automotive site supported by such an extensive network of newspapers.’