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General Motors And ZOOM Media Get All Dolled Up On New Content Partnership

Fashion Frame, a division of ZOOM Media announced a new content partnership this week with General Motors to promote its 2012 Chevrolet Orlando. By leveraging Fashion Frame’s expanded network with fashion retailer, Winners — which now includes stores in Regina, Winnipeg, Brandon, Saskatoon, and Prince Albert — the automaker will capture the attention of 18- to 54-year-old women in the typically hard-to-reach western region.

Based on the Winners’ high-income, family-oriented customer profile, as well as the large volume of shoppers that enter its doors, the retailer is an ideal match for the new Chevrolet Orlando. The campaign features bright, bold, high-impact posters positioned next to mirrors in female fitting rooms throughout Winners stores. The nine new locations featuring the campaign include Corral Power Retail Centre in Brandon, MN; Rougeau Plaza, Winnipeg Centre, Garden City, Unicity and Pembina Village shopping centres in Winnipeg MN, South Hill Mall in Price Albert, and freestanding Winners’ locations in Regina and Saskatoon, SK.

“Until this development in our partnership with Winners, indoor media space in the Prairies was pretty limited,” says Martyne Rioux, Vice President, Fashion Frame. “Media agencies out west specifically asked us to expand our Winners network, and so far they’re embracing the fresh, fashion environment and captive male and female target audience we have to offer.”

Fashion Frame is recognized as the first fashion network to provide advertising displays in fitting rooms across Canada. The program made its Prairie debut in March 2011 with a successful in-store campaign for Toyota. Manitoba Telecom System followed suit in the fall.