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 nine-month campaign begins with a print component at the end of January, linking Cadillac CTS to success in technology, design and business. 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.
Adam Bernard
