The Policaro Group matched up with Canada’s preeminent matchmaker to create content outside of what it usually does with high-profile individuals, and the experience may lead to doing it more often.
The Southern-Ontario company gave Carmelia Ray, an award-winning dating coach and celebrity matchmaker who has been featured on television and has more than 28,000 Instagram followers, a car from its Northwest Lexus Brampton dealership to drive for the Victoria Day long weekend.
The Policaro Group has previously worked with professional athletes, providing them cars on a yearly basis as ambassadors, but this was the first time it did so with a woman, and someone not involved in sports. Lauren McMullen, who joined the Policaro Group as the Group Account Marketing Manager in January, suggested Ray, who is a friend of hers, because she fits the profile of a female entrepreneur.
“We wanted to explore different areas, and highlight women who also enjoy luxury vehicles or the engineering artistry of vehicles, and why it is beneficial to their life and lifestyle. “Especially for Carm because she is a mom and she’s a very busy person,” McMullen told Canadian auto dealer.
“This was specific to Northwest Lexus and was not done before. We’re definitely open to continue with the program. This was more like a pilot opportunity to see how it went. We’re still gathering information. It’s still very new and fresh. We haven’t fully decided on how we’re utilizing the content.”
Ray drove an RX 350 SUV F SPORT and posted about her experience.
“My friends at Northwest Lexus and Policaro Group made my weekend easier. Between school pickup, drop-off, drive-ins, groceries and business meetings, I managed to get it all done. I give this vehicle two huge thumbs up. The entire family enjoyed the space, comfort and sound this SUV delivers.”
McMullen added the Policaro Group is looking at other potential types of collaboration with Ray and possibly with other brands, though nothing is set in stone.
