The 2012 Calgary Comic and Entertainment Expo has begun an out-of-home campaign in that city in support of the event, which will take place from April 27 to 29. The campaign, developed by CBS Outdoor Canada uses transit shelters converted to resemble transporters similar to those on the television series Star Trek: The Next Generation. The creative also makes use of a smartphone application. Users of the shelters can use the application to simulate the "beam-up" of a person standing in front of the units. The application was developed by Toronto-based interactive agency E-axis. "The transporter units are an ideal way to reach the Calgary Expo's unique target audience," said Michele Erskine, director of marketing at CBS Outdoor Canada. "The augmented reality component allows them to interact directly with the ad, enriching the overall experience of the outdoor campaign."