CBC conducted a promotional initiative for its new drama series Arctic Air in Toronto and Vancouver over the weekend. The effort consisted of illuminated ice sculptures in the shape of DC-3 airplanes installed for 48 hours at Nathan Phillips Square in Toronto and Robson Square in Vancouver. Promotional workers in airline costumes distributed mock boarding passes encouraging consumers to enter a "watch and win" contest for a trip to Yellowknife. The promotion was managed by Newad. "Our mandate was to execute a creative campaign to drive viewership and awareness for the dramatic CBC television series Arctic Air," said Lindsey Blake, Newad's director of experiential marketing for central Canada. "This initiative was developed by M2 Universal, who is in charge of media planning for this CBC series."