Exclusive Group retained to run ads in Ontario DriveTest Centres
By Adnews Staff
Toronto-based marketing agency The Exclusive Group has been hired by Serco DES to manage advertising displays in Ontario's 55 DriveTest Centres. The management of the province's driver examination facilities was outsourced to Serco in 2003. Advertising in the centres will be displayed on television monitors, wall posters and display racks. "Every year, nearly two million consumer visits occur at Ontario's DriveTest Centres," said Exclusive Group president Tim Spence. "The largest segment of visitors is Generation Y, a hard-to-reach target that advertisers covet. What's crucial here is that in the driver examination centres there is no clutter, no need to fight for attention. While customers sit and await their turn, there's nothing to distract them from the ads." Ten testing centres are currently carrying advertising. The program will spread to the rest of them over time. The Exclusive Group has established a new division to handle this business called DriveTestMedia.com.