Volvo begins Local 416 promotion in Toronto
By Adnews Staff
Volvo Cars of Canada will begin a one-month promotional installation in Toronto today called “Local 416.” The installation consists of a collection of work by various Toronto artists, musicians and fashion designers “inspired” by the Volvo C30 hatchback. The promotion, which is taking place at the Edward Day Gallery, is intended to portray the vehicle as “young, hip, urban and free-spirited.” Each week, the work of one artist, one musician and one designer will be featured in the gallery along side the car. The installation is an extension of Volvo’s international “What Do You Think?” advertising campaign for the C30. “The C30 was designed with input from young, active, media-savvy people who lead intense, urban lifestyles,” said Steve Blyth, president and CEO of Volvo Canada. “Local 416 is not only conveniently located in their urban playground, but encourages people to form their own opinion of the C30 in a fun, creative way.”