DISCOVERY CHANNEL PROJECTS ADS ONTO TORONTO BUILDINGS
By Adnews Staff
Toronto-based Discovery Channel used a new outdoor advertising method operated by Derksen Canada to promote a dinosaur special called "Dino Planet." In December the company projected dinosaur images onto City Hall, SkyDome and the silos on Lake Shore Blvd. in Toronto. The creative was adapted from a larger mass campaign the network used to promote the program. According to Discovery Channel, the ads were attractive because their locations were not fixed and the message could be altered easily.
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