On May 15, Pattison Outdoor Advertising unveiled a replica of Nova Scotia’s famous Peggy’s Cove Lighthouse in downtown Toronto. Halifax-based advertising agency Extreme Group designed the out-of-home (OOH) structure on behalf of Nova Scotia Tourism.

The 8.5-m (28-ft) tall replica of Nova Scotia’s most-photographed building was installed at the corner of Bay and Wellington Streets, in the heart of Toronto’s financial district, for a three-week campaign. In addition to the visuals, passersby were offered the opportunity to listen to music and taste foods from Nova Scotia.

Pattison handled the unusual project through Fourth Wall Media, which it acquired in 2011 and turned into its ‘experiential’ marketing division.

“We are very excited to launch a one-of-a-kind OOH experience with ‘Peggy’s Corner,’” says Dmitri Melamed, general manager (GM) and vice-president (VP) of production for Fourth Wall. “It’s been wonderful working with Extreme Group and Nova Scotia Tourism to bring this iconic landmark to the people of Toronto.”