EATON CENTRE MEDIA TOWER DEBUTS IN TORONTO
By Adnews Staff
Cadillac Fairview and Outdoor Broadcast Network officially launched the Eaton Centre media tower at the corner of Yonge and Dundas Streets in Toronto yesterday. The 18-storey tower, described by the companies as the most advanced in North America, consists of two 40 by 60 foot TriVision displays, one 40 by 30 foot video screen, 40 scrolling panels which can combine to form a 40 by 30 foot image, a programmable multi-coloured lighting system, audio, and a 40 by eight foot two-level news ticker. The first advertisers to make use of the tower are Bell Canada, L'Oreal Canada and Sony Canada. Each of these sponsors receives exclusive use of all the tower's advertising faces for 12 minutes out of each hour. "Nowhere else in North America do advertisers have a more modern and unique opportunity to reach such a broad audience," said Outdoor Broadcast Network president Peter Irwin. "From a media standpoint, this is a pinnacle location," said L'Oreal marketing director Ron Szekely. "It is the billboard equivalent of the inside front cover of a magazine."