Custom, multi platform campaign leverages Cottage Life’s signature talent in branded content to showcase Honda’s newest sport truck across television, print, digital and contesting
(Toronto, ON, September 28, 2016) – Blue Ant Media’s full service content creation, distribution and media sales division, Media Solutions, has rolled out a multi platform campaign for the 2017 Honda Ridgeline this summer, starring fan-favourite Cottage Life personalities, the Brojects, Kevin and Andrew Buckles. The integrated campaign includes a multi-page special section in Cottage Life magazine, a series of interstitial videos to air on Cottage Life TV and coverage across the brand’s digital platforms.
Building on the tagline, “Haul What Matters,” the custom campaign kicked off this fall with a six-page print feature in Cottage Life’s Fall 2016 issue, on newsstands until November 9. The special feature is a practical and inspirational guide that features the Brojects embarking on a camping trip in the Honda Ridgeline as well as DIY instructions for creating a quirky alternative game for horseshoes, called horsenoodles.
The original four, two-minute interstitial videos that air during Brojects marathons on Cottage Life TV bring the camping trip to life, while showing off the truck’s features. Interspersed throughout the marathons, the videos give viewers a bonus Brojects storyline, in which the brothers enjoy the truck’s versatility and reminisce about their shenanigans on past episodes. This immersive Brojects experience leverages Kevin and Andrew’s playful antics to give viewers entertaining, first-hand demonstrations of the truck’s spacious interior, 180-degree doors, dual opening tailgate, external power outlet, scratch-resistant bed and in-bed cooler and audio systems.
“The Brojects are regular guys with big aspirations,” said Jamie Schouela, EVP, Canadian Networks, Blue Ant Media. “Cottage Life audiences love their authentic, brotherly competition and there’s no doubt their enthusiasm for camping, building and tailgating with the new Honda Ridgeline will resonate with adventurous Canadians.”
The custom campaign will also include several digital components, including five online articles on the custom-branded content hub, cottagelife.com/brojectsridgeline, along with social media and newsletter posts and a contest giveaway for a new lawnmower, care of Honda.
“The Brojects, experts in adventure and outdoor living, are the perfect ambassadors to showcase the features of the 2017 Honda Ridgeline,” said Jean-Marc Leclerc, Vice President, Honda/Acura Sales and Marketing. “As a long time partner with our company, Blue Ant Media continues to align our brand with Cottage Life’s passionate audience.”
Blue Ant Media Solutions partners with brands to create compelling, content-driven programs distributed across broadcast, digital, print, social media, OTT and experiential platforms. The award-winning division also offers clients seamless integration with Blue Ant Media’s roster of passion brands, including Cottage Life, Makeful and T+E. blueantmedia.ca/media-solutions
Honda Canada Inc. (HCI) was founded in 1969 and is the parent company for both Honda and Acura vehicle brands in Canada. The company has produced more than seven million cars and trucks since 1986 at its two manufacturing facilities and builds engines at a third manufacturing plant in Alliston, Ontario. Both manufacturing facilities are extremely flexible and currently build Honda Civic and CR-V models. Honda Canada has invested more than $3.9 billion in Canada and each year it sources nearly $2.1 billion in goods and services from Canadian suppliers. Honda Canada has sold more than four million Honda and Acura cars and light trucks in Canada.
Senior Publicist, Blue Ant Media