TORONTO — Blue Ant Media Solutions is partnering with Canon Canada to launch a new lifestyle content platform specifically targetting Baby Boomers.
Integrating web, mobile, broadcast and social media, the Roam New Roads content platform features the aspirational lives and passions of the vibrant 45+ generation, Blue Ant Media said. 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.
“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, in a press release. “We are thrilled to partner with Canon Canada on this initiative, providing a new model of content marketing for a niche audience.”
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. Canon Canada’s exclusive partnership with Blue Ant Media will include organic product integration via editorial, broadcast and social media for one year.
“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 marketing manager, Canon Canada, in the news release. “We are thrilled to be a partner in this exciting new platform.”
Promos and content spots for Roam New Roads will air on all of Blue Ant Media’s specialty networks. In addition, Roam New Roads will be supported with a 22-minute special featuring stories of inspirational Boomers, scheduled to premiere on T+E and Cottage Life in September 2015. Blue Ant Media Solutions is producing content for this project, while the branded content division of MediaCom will manage the project’s development and execution.
“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,” explained Jodi Brown, head of MediaCom Beyond Advertising, the company’s branded content division. “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.”
To experience Roam New Roads, visit www.roamnewroads.ca.
