Mirvish Productions begins Wizard of Oz campaign
Mirvish Productions of Toronto will begin an out-of-home campaign on Feb. 8 in support of its current production of The Wizard of Oz. The campaign will run for 12 weeks in the Greater Toronto Area. It will consist of 24- by 36-inch posters in participating convenience stores. The ads incorporate quick response codes and near field communication sensors that will direct users of mobile devices to online material about the musical. The campaign is being managed by Toronto-based Grassroots Advertising, with online support from PopCodes of Toronto.