General Motors of Canada "GETS IT" Launches Largest Ever Canadian Media Convergence Deal

with Bell Globemedia TORONTO, Jan. 23 /CNW/ - General Motors of Canada is launching the largest ever media convergence campaign in Canada. The multi-million dollar program, Road to Success, integrates print, broadcast and online media to increase awareness of Cadillac. "The face of Cadillac is changing and the way we go to market has changed. We are very excited that the co-operative effort between General Motors, M2 Universal and Bell Globemedia has made this innovative program a reality and created a truly unique opportunity to deliver the Cadillac message," said Jennifer Dawkins, Director of Advertising & Communications, General Motors of Canada. "While the campaign will profile all Cadillac vehicles, the focus will primarily be on the incredible all-new 2003 Cadillac CTS."

The nine-month campaign begins with a print component at the end of January, linking Cadillac CTS to success in technology, design and business. The program takes advantage of a wide range of Bell Globemedia properties including television, specialty cable, newspapers, magazines, Internet and out-of-home.

"A convergence program properly conceived and executed can be an incredibly powerful communication tool. The 'Road to Success' campaign is driven by innovative and relevant content that really captures the essence of the exciting new Cadillac product line," said Hugh Dow, President, M2 Universal.

Specially created television programs and vignettes to air on Bell Globemedia television properties will work in synergy with Canada's leading national newspaper, The Globe and Mail, together with ROB Magazine and Globe Television book.

All elements of the campaign will also be incorporated into a newly created micro site and provide consumers the opportunity to win a brand new Cadillac CTS. Bell Globemedia's family of interactive properties will drive people to the micro site.

"The combination of Bell Globemedia's high-profile media brands and General Motors' flagship Cadillac vehicles makes for a natural fit," said Kevin Shea, Group Executive Vice President, Convergence, Bell Globemedia. "Our partnership with Cadillac and M2 Universal recognizes the value of this relationship and the team designed a campaign that leverages the strength of all three partners."

About General Motors of Canada:

Headquartered in Oshawa Ontario, General Motors of Canada employs 25,000 people nationwide. GM of Canada manufactures a variety of vehicles, engines, transmissions and other components, and markets the full range of General Motors' vehicles and related services through 807 dealerships and retailers across Canada. Vehicles sold through this network include Chevrolet, Oldsmobile, Pontiac, Buick, GMC, Cadillac, Hummer, Saturn, Saab and Isuzu. More information about GM of Canada can be found at: http://www.gmcanada.com/index1.html.

About M2 Universal:

M2 Universal, a division of MacLaren McCann Inc. is Canada's leading media management company. With media billings in excess of $500 million, M2 Universal provides media planning, media buying and research services to many of Canada's leading advertisers.

About Bell Globemedia:

Bell Globemedia is Canada's premier multi-media company, owning the country's strongest media brands - CTV, Canada's leading private broadcaster; The Globe and Mail, Canada's National Newspaper; Globe Interactive, a leading Internet content provider; and Sympatico-Lycos, the number-one Canadian Internet portal. Bell Globemedia creates superior Canadian content, leveraging it across multiple channels, building connections and forming new commerce opportunities. Headquartered in Scarborough, it is owned by BCE Inc. (70.1%), The Thomson Corporation (20%) and The Woodbridge Company Limited (9.9%).