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Blue Ant Media, Canon launch Roam New Roads

Blue Ant Media Solutions of Toronto, in association with Canon Canada of Mississauga, has launched a new media property called Roam New Roads. The lifestyle property is aimed primarily at consumers over the age of 45. It consists of a website at <http://www.roamnewroads.ca>, along with Facebook and YouTube pages. It will offer daily editorial content on topics including entrepreneurship, arts and culture, real estate, music, adventure, sports, travel and family.

Canon Canada will be the exclusive sponsor of the property for its first year of operation. The company's promotional activities will include product integration into the site's editorial, video and social media content. These promotions will focus on the company's photography products.

"Roam New Roads offers a fresh approach to how we speak to Baby Boomers with a content-driven platform offering subject matter that aligns with their passions and interests in life," said Ryan Fuss, senior vice-president of media solutions at Blue Ant Media. "We are thrilled to partner with Canon Canada on this initiative, providing a new model of content marketing for a niche audience."

The launch of the site is being promoted on various Blue Ant Media specialty television channels. A 22-minute television program will run on T&E and Cottage Life in September. The initiative was developed by MediaCom Beyond Advertising, the branded content division of MediaCom.

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