The Weather Network and MétéoMédia’s official all-weather branded vehicles, in partnership with Mitsubishi Motor Sales of Canada (MMSCAN), hit the road coast-to-coast on July 3rd to launch the beginning of a three-year partnership as their first-ever official vehicle.

As a trusted news source, keeping Canadians safe and informed, this partnership supports The Weather Network’s and MétéoMédia’s mission to deliver weather news and information to audiences while encouraging them to conquer any adventure that comes their way.

“We are thrilled to announce this partnership with Mitsubishi as our Official All-Weather Vehicle sponsor,” said Tami Coughlan, Head of Sales, The Weather Network and MétéoMédia. “This partnership goes beyond media placement and includes brand integration, storytelling and vehicles that will allow our teams to venture out into severe weather conditions safely and with confidence.”

Wrapped in an eye-catching and bold design that captures the dynamic nature of weather, the Mitsubishi SUVs are designed inside and out to ensure the teams in key markets can safely navigate through various weather conditions and provide on-the-ground reporting to deliver critical weather information to viewers.

“We believe this is a fitting partnership between our two brands,” said Mitsubishi Motor Sales of Canada President and CEO Kenji Harada. “Canadians are increasingly choosing Mitsubishi vehicles because they know they are safe, reliable and built for the Canadian lifestyle and weather conditions with our Super All-Wheel Control system. Similarly, we know Canadians rely on The Weather Network and MeteoMedia all year-long to keep them informed.”

This partnership, developed in collaboration with Mitsubishi Motors Canada and media agency Jan Kelley, delivers awareness and drives consideration by helping the Mitsubishi brand connect with Canadian audiences. The cross-platform program includes integration of Mitsubishi’s Outlander within daily weather reporting, custom storytelling, sponsorship of outdoor content and digital tactics to reach key audience segments.