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Honda conducts Ridgeline campaign with Cottage Life

Honda Canada has begun a content marketing campaign for its 2017 Honda Ridgeline pickup truck in association with Blue Ant Media of Toronto. The campaign features Kevin and Andrew Buckles, personalities from the company's Cottage Life property. It consists of a six-page special section in the fall issue of Cottage Life magazine, four two-minute videos that will run on Cottage Life TV and five articles on the property's website, as well as social media activities and a contest component. The creative depicts the brothers taking a camping trip in a Ridgeline while demonstrating the vehicle's features. It uses the tagline, "Haul What Matters."

"The Brojects are regular guys with big aspirations," said Jamie Schouela, executive vice-president of Canadian networks at 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."

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