The mid-size SUV market is highly competitive with many new entrants each model year. As a new-comer to this market segment, the Envoy XL had a competitive story to tell -- it is a mid-size SUV with full-size amenities, such as more head and leg room in its class. The web is unique in its ability to tell an interactive story in a research/consideration channel. The Envoy XL's story is best told to the consumer when they can "inspect" for themselves the XL's branding position of "unexpected comfort and roominess". The site's objective was to drive consideration for the Envoy XL over its competitors.The primary audience is the site visitors to GMC.com that are considering purchasing a mid-size SUV and site visitors to third party automotive sites researching SUVs. With approximately a million page views a month to GMC.com, this audience provides a significant amount of awareness for the Envoy XL. An online banner campaign also drove in-market SUV buyers from third party automotive sites to the Envoy XL Interiors Tour.