MINI CANADA INSTALLS LIFE-SIZE BILLBOARDS
By Adnews Staff
Mini Canada, a division of BMW Group Canada of Whitby, ON, installed two new billboards in downtown Toronto this weekend. The boards feature full-size fiberglass models of the Mini Cooper, which was introduced earlier this year. One board measures 30 x 100 feet. Its creative design is designed to recall the car's British heritage with a set of tread marks in a Union Jack pattern. A Union Jack decal also appears on the roof of the replica. The second board uses a custom shape to illustrate the car's cornering ability. "The launch of Mini has captured the Canadian public's attention, and our intention is to continue to reinforce the high level of awareness with unique, unconventional communication such as the new downtown Toronto billboards," said BMW Group Canada's national marketing manager Manfred Braunl. The boards were produced by Astral Media Outdoor. The creative was developed by Taxi Advertising & Design. They will run until early October.