By Monica Hernandez
Weber Shandwick is one of the world’s leading communication and marketing firms. And one of their most recent projects was for their client General Motors Co. (GMC), promoting the new “The Canyon Denali” model.
It's been over three years since General Motors’ midsize pickup truck, the GMC Canyon Denali, hit the market. To keep its model up to date, GMC added a diesel version of the Canyon Denali for users who like more heavy-duty trucks.
Senior Associate Carly Pearline explained that in order to send a message out to their audience – vehicle owners who value luxury and need a heavy-duty vehicle - they reached out to Cowgirl magazine. Cowgirl magazine is a print only publication that reaches out to 892,000 subscribers that have a passionate interest in the “Western lifestyle.” The magazine features the best of the modern West including stylish accessories for horses, home, cowgirl fashion and luxurious dream getaways.
Weber Shandwick flew six influencers to Colorado for a week to experience the high-end model and gave them activities that would make them experience the luxury of the truck. One of the activities the influencers were given was horseback riding. By doing this activity the influencers were able to experience the beautiful scenery in Colorado, which implemented the idea of the luxurious truck. The second activity, gave influencers access to a fancy dinner while experiencing the luxury of the truck on the road.
Finally, The Canyon Denali campaign gave its influencers a luxurious experience with the combination of the truck and activities. For people who are looking to purchase a premium truck, the Canyon Denali is their best choice. The important fact about the Denali is that it is a premium car and a work pickup. There is nothing to sacrifice if you get one vehicle that can handle both duties.
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