Canadian International Auto Show conducts campaign
The Canadian International Auto Show has begun an advertising campaign in support of the annual event that will take place in Toronto from Feb. 12 to 21. The campaign includes transit shelter ads incorporating a bar code that can be photographed with a cellphone to receive a discount on the price of admission. The campaign also includes online advertising as well as radio exposure. The initiative was developed by Astral Media. "Combining the latest mobile technologies with the reach of out-of-home is a natural next step for advertisers," said Eric Menzies, director of sales for street furniture advertising at Astral Media Outdoor. "Engaging the consumer and continuing the conversation beyond the initial impression."