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Universal Music conducts Katy Perry promotion in Toronto

Universal Music Canada recently conducted a out-of-home promotion in Toronto in support of the release of a new song called "Rise" by pop musician Katy Perry. Developed by Wild On Media of Toronto, the promotion took the form of a laser projection of the word "Rise" on the side of the Novotel Hotel, a downtown condominium building and several waterfront grain silos. The projections took place on the evenings of July 14 and 16, supported by social media activities.

"They were promoting the single using aerial mediums like skywriting in the States, so we suggested the laser projections," said George Christidis, president of Wild On Media. "It's a medium that can be put together in a very short amount of time and draws a lot of attention from viewers."

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