The new 2003 Cadillac models will be featured in Canada#;s biggest ever multi media advertising campaign; it will run from now until October, with a particular focus on the Cadillac CTS and a smaller model targeted at a younger market.
General Motors of Canada, M2 Universal and Bell Globemedia have agreed to work together to launch the “Road to Success” campaign which will appear on terrestrial television, speciality cable networks, newspapers, magazines and an Internet portal.
Specially created television programmes and vignettes will air on Bell Globemedia television outlets, such as the largest commercial network CTV, with Cadillac as major or exclusive sponsor. It will then run on a full range of Bell Globemedia properties.
All elements of the campaign will also be incorporated into a newly created high-tech website, which will provide users with the opportunity to win a new CTS.
The size of the campaign#;s budget has been kept confidential with only “multi-million dollars” given as a figure.