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Travel Alberta conducts ski campaign in Toronto subway

Calgary-based Travel Alberta is in the middle of a transit campaign in Toronto. The initiative, developed by Venture Communications, invites commuters to visit Alberta for a ski trip. The creative consists of installations in various subway stations. Subway benches take the place of ski lifts. Floor decals in front of the benches display images of ski slopes, while wall murals show scenes of the Rocky Mountains. "We've created an escape from the downtown subway system to the unmatched awe of the Canadian Rockies," said Jon Mychajlyszyn, creative director at Venture. "The contrast between the two environments is what makes the ads so appealing." The campaign began on Feb. 18 and will run until March 16.

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