General Motors is conducting a campaign for its 2012 Chevrolet Orlando with Zoom Media. The campaign makes use of Zoom's Fashion Frame division and is aimed primarily at 18- to 54-year-old women in the prairie region. The initiative takes the form of display ads in the fitting rooms of Winners stores in Brandon, Winnipeg, Price Albert, Regina and Saskatoon. The creative promotes the Orlando as a family vehicle. "Until this development in our partnership with Winners, indoor media space in the prairies was pretty limited,” said Martyne Rioux, vice-president of Fashion Frame. "Media agencies out west specifically asked us to expand our Winners network, and so far they're embracing the fresh, fashion environment and captive male and female target audience we have to offer."