Discovery Channel promotes Race to Mars
By Adnews Staff
Discovery Channel has begun an out-of-home advertising campaign in Ontario promoting an upcoming mini series called "Race to Mars." The campaign, conducted through Wow MobileMedia of Toronto, consists of ads on the sides of 53-foot-long trucks that will travel high traffic routes in southern Ontario and the Greater Toronto Area. The campaign is intended to raise awareness of the series, which will debut on Sept. 23, and attract traffic to the website <http://www.racetomars.ca>. "We wanted to try something innovative, bold and still cost-effective for Race to Mars, and the powerful creative opportunities were terrific," said Fadi Issa, marketing director at Discovery Channel.
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