GM TO UNDERTAKE CONVERGENCE CAMPAIGN FOR CADILLAC
By Adnews Staff
General Motors of Canada, based in Oshawa, ON, will begin what it calls the largest media convergence campaign in Canada this month. The multi-million dollar, nine-month effort will run across Bell Globemedia's print, television, online and out-of-home properties. Called "Road to Success", the campaign will promote GM's Cadillac brand with a focus on the 2003 Cadillac CTS. Print advertising will begin next week. Bell Globemedia's print properties include The Globe and Mail newspaper and its TV listings book, as well as ROB Magazine. Specially created television programs and vignettes will appear during the last week of February on Bell Globemedia's television properties, including the CTV network. Another component of the program will be a Web site which will incorporate all of the "Road to Success" campaign elements and host a contest for a Cadillac CTS. Bell Globemedia's online properties, including Globe Interactive and Sympatico-Lycos, will be used to attract traffic to the site when it opens in late February. The campaign was arranged by M2 Universal. The advertising will be done by MacLaren McCann.