Work

Winter Driving with Centennial College’s School of Transportation

Winter Driving with Centennial College’s School of Transportation

During November, December and January, Citizen leveraged the change of weather and the arrival of snow, slush and ice to highlight Centennial’s automotive programs.  Through this campaign, Citizen provided media with unique and interesting data around winter driving as well as tips and tricks for winter driving/car maintenance as outlined by Centennial’s School of Transportation.

The Ask

  • Position Centennial College’s School of Transportation as the number one destination for students interested in pursuing a career in transportation
  • Position Centennial College’s School of Transportation as an authority on car maintenance and a credible industry resource

What we did

  • Commissioned a third-party omnibus survey to uncover Canadians’ attitudes and intended actions in regards to preparing their vehicles for winter
  • Using the survey findings, Citizen drafted a media release that revealed that many Canadians were either unaware or simply do not take the necessary steps to prepare their vehicles for winter driving
  • To position Centennial’s School of Transportation as an leading source of information on car maintenance and the primary destination for students pursuing a career in transportation, the agency drafted tips on how to prepare  vehicles for winter driving
  • Leveraging both survey results and tips, Citizen conducted proactive media relations outreach to lifestyle and automotive journalists, offering the Dean of Centennial’s School of Transportation, Alan McLellan and professor and auto expert, David Weatherhead for interview opportunities.

Results

  • Campaign generated 4,918,281 impressions through 28 stories featuring the Centennial brand coverage in Ontario, as well some key national coverage.

Touchpoints

  • Print
  • Conversation