Canon Canada’s exclusive first-year partnership agreement includes organic integration of products on multiple platforms including web, mobile, broadcast and social media
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(Toronto, ON, August 6, 2015) – Blue Ant Media Solutions has reinvented the way that Canon Canada reaches out to Baby Boomers with a new content platform, Roam New Roads. Launched this week, Roam New Roads, anchored on roamnewroads.ca, Facebook and YouTube, features the aspirational lives and passions of this vibrant 45+ generation. Content will focus on entrepreneurship, arts and culture, real estate, music, adventure, sports, travel and family, from the perspective of Boomers entering the next chapter of their lives. Canon Canada‘s exclusive partnership will include organic product integration via editorial, broadcast and social media for one year.
“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, SVP, Media Solutions, 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.”
“Roam New Roads provides a perfect platform for Canon Canada to feature its cutting edge products to an audience that is passionate about photography,” said Brett Gaskell, Senior Manager, Marketing, Canon Canada. “We are thrilled to be a partner in this exciting new platform.”
Content will be posted on the website daily, including original Canon-branded video content and editorial features such as ‘Protected Places in Canada to Add to Your Bucket List’ and ‘9 Tips for Taking Better Photos’ which will also be shared on social media via the platform’s Facebook and YouTube pages. Promos and content spots will air on all of Blue Ant Media’s specialty networks.
Roam New Roads will also be supported with a 22-minute special, scheduled to premiere on T+E and Cottage Life in September 2015. This special will feature stories of inspirational Boomers who are embracing this next phase of life through their passions and hobbies. With Blue Ant Media Solutions producing content, MediaCom Beyond Advertising, a branded content division of MediaCom, will manage the development and execution of this project.
“The partnership with Blue Ant Media on Roam New Roads represents the next evolution of a branded content commitment that Canon Canada began two years ago with MediaCom,” explains Jodi Brown, Head of MediaCom Beyond Advertising. “To be most effective, branded content strategies need to be consistently implemented over the long term and exist as a central part of the communication system. We’re thrilled to be working with clients like Canon that understand this.”
Blue Ant Media is a privately held media company that owns and operates 10 media brands including Cottage Life, T+E, Smithsonian Channel Canada, Love Nature and AUX. Blue Ant creates and distributes content ranging from music to outdoor living, DIY to nature, engaging fans across television, digital, magazines and live events and produces experiential events and specialized consumer shows. Blue Ant Media is based in Toronto has an investment in Omnia Media, a Los Angeles-based YouTube network and Choice TV, a New Zealand broadcast network. To learn more, visit blueantmedia.com
Headquartered in Mississauga, Ontario, Canon Canada Inc., a wholly owned subsidiary of Canon USA, is a leading provider of consumer, business-to-business and medical digital imaging solutions. Innovation and cutting-edge technology have been essential ingredients in Canon’s success. With almost $46 billion in global revenue, its parent company, Canon Inc., ranks among the Top 4 in US patents registered since 1994. Canon ranks among the world’s Top 30 brands and is one of Forbes’ Magazine’s World’s Most Admired Companies. Canon Canada Inc. is committed to the highest level of customer satisfaction and loyalty, providing 100 per cent Canadian-based service and support for all of the products it distributes. Canon Canada Inc. is dedicated to its Kyosei philosophy of social and environmental responsibility. For more information, please visit www.canon.ca or join us on Facebook at www.facebook.com/CanonCanada
MediaCom is one of the Canada’s leading Media Communication Specialists. Our “People first, better results” philosophy drives our strategy and reflects our belief that putting People–employees, clients and consumers–at the core of our business leads to optimum business results. Our capabilities and expertise span a variety of disciplines, including: Communications Strategy and Planning, Engagement Planning, Media Buying, Consumer Insights and Analytics, Business Science, MediaCom ESP (Entertainment, Sports and Promotions), Branded Content, Retail, Direct Marketing, Multicultural Marketing, MediaCom MBA and all digitally-driven marketing practices including Social, Mobile and Search Marketing. MediaCom is part of WPP’s GroupM, the world’s largest and leading full-service media investment management group. For further information, visit www.mediacom.com or follow us on Twitter @mediacomcanada.