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Autoblog Canada sets out on massive marketing blitz

Posted Nov 25th 2011 3:00PM


Related GalleryAutoblog Canada Marketing Campaign

If you haven't done so already, it's time to add CA.AUTOBLOG.COM to your browser favourites because the site is about to blow up. Back in April of this year, the 800-pound gorilla of the automotive enthusiast websites out there decided to expand into Canada. Within a few short months, the new site was a major player here in Canada delivering original Canadian content along with the best of what Autoblog had to offer but localized for our market complete with Canadian: spelling, units of measurement, availability and pricing.

The exponential growth of Autoblog Canada continued despite being based on the old format of the website. However, we recently adopted the US-led site format that integrates a new look and feel, custom views, advanced galleries and an improved mobile experience.

"The revamp involves new navigation with more consistent social networking integration throughout the site," says Paul Cramp, Autoblog Canada General Manager. "Now users have different options of accessing content, whether it be a traditional blog view or through a video or picture view. "It's more personally customized access to content," he added.

On the marketing front, check out Autoblog Canada's blitz and watch the making of videos for the massive car parts billboard after the jump.

Parent company AOL Canada injected a shot of awesomeness into the Autoblog Canada brand by aiming to take the site from a simple enthusiast destination to a major automotive portal. The marketing team partnered with agency Sid Lee in Toronto, Ontario to develop the campaign they dubbed Finding Original Stories in Every Car. One of the focal points of the campaign was a massive billboard downtown Toronto at the corner of Bloor and Sherbourne Streets. The 30x20-foot construction started out at a Montreal junk yard where fabricators hand-picked parts for this monumental sculpture. The parts were shaped into a custom font that defines Autoblog Canada's approach to blending the best of all car-related news, from every make not only in Canada but around the globe.

The campaign was bolstered by an array of online ads found on some of the biggest portals in the business. The Autoblog Canada ads found on,, and more feature a variety of enticing headlines from our grand slam home-run original content produced right here. Even video content on the Rogers and Shaw networks now features Autoblog Canada pre-roll to draw attention to the campaign. The resulting awareness (and traffic) for Autoblog Canada has been stunning and AOL Canada is thrilled with the results even in these early stages.

The new campaign caught the eye of editors at Marketing Magazine who recently put together an article on the Autoblog Canada story. The Marketing Magazine exclusive praised the out-of-the-box approach and named all the players involved to make it happen.

"We are thrilled with the backing we have received for Autoblog Canada and the resulting traffic," says Dave Pankew, Senior Editor at Autoblog Canada. "The site has quietly become a major force in the Canadian automotive scene but now that we are making some serious noise, it will be explosive. I'd like to thank all the Autoblog Canada faithful who stuck with us during the soft-launch, the redesign and are in on the ground floor now that the marketing blitz is finally here."

Video Source: Autoblog Canada YouTube Channel


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January 09 2012 at 5:03 AM Report abuse rate up rate down Reply
Corey Owen

Really, Spelling was your first on a list of localized bullt points?

Wooo short sightedness!

Stop being slower than Jalopnik and then maybe, just maybe people will start caring ;)

December 30 2011 at 1:12 AM Report abuse +1 rate up rate down Reply

Ah, a new foreign-owned, foreign-operated "Canadian" web site-Wow!
Double Wow!
It even looks just like the American site!
I'll bet that like the Ford Canada truck ads, all the work, even the voice-over, will be done stateside by US personnel,with the odd Canadian word inserted once a week or so.
I'll be very surprised if Autoblog Canada never asks why all cars, even those built in Canada, cost at least 20 % more in than in The US.
Sure to be a hit with stupid Canadians!

December 21 2011 at 2:26 PM Report abuse +1 rate up rate down Reply

Good for you Thanks for being there, love the site, i'm here at least 10 times a day. Don't change the site too much, it works fine now. Stay strong...

December 20 2011 at 4:31 PM Report abuse rate up rate down Reply