PALMER JARVIS BUILDS SUBWAY CAMPAIGN FOR DESTINA.CA
By Adnews Staff
In a new advertising campaign for Montreal-based travel Web site Destina.ca, Vancouver-based Palmer Jarvis DDB has modified the Eglinton subway station in Toronto to resemble the Tube of London, England. The campaign began a four-week run on Monday. Wall posters, floor decals, stair risers, column wraps and recycling boxes are being used to create the effect. The creative uses the London Underground logo and map along with other props. Actors with British accents will occupy the station at certain times to distribute stickers that invite commuters to enter an online contest. According to Denise Chartrand, vice-president of marketing for Destina.ca, the campaign is aimed at business and leisure travelers who book online but do no use Destina.ca. An online campaign, created by Tribal DDB, is also running on travel-related Web sites. This banner advertising will run until the end of November.