PATTISON Outdoor is introducing new out-of-home (OOH) advertising formats in Hamilton and Montréal, with a glow-in-the-dark billboard supporting cancer care in Hamilton and 20 new digital displays added to the BIXI advertising network in Montréal.

Hamilton

Starting in mid-August, Hamilton commuters began seeing a new glow-in-the-dark billboard at Concession Street and Upper Sherman Avenue. PATTISON Outdoor and Hamilton Health Sciences Foundation (HHSF) developed this as part of Illuminight, an annual event supporting Juravinski Hospital and Cancer Centre (JHCC).

The billboard reflects Illuminight’s focus on shining a light on cancer and will be visible after dark, including from patient rooms at JHCC.

“We’re proud to be working alongside HHSF on this new initiative,” said Cam Milne, vice-president and general manager of PATTISON’s central region. “Illuminight presented a unique opportunity to develop the Foundation’s creative vision into an innovative format that will bring greater visibility to an event that means so much to cancer patients, their families, and supporters throughout the region.”

“Every light represents a story, a loved one, and a region standing behind those facing cancer,” said Anissa Hilborn, CEO of HHSF. “Thanks to PATTISON Outdoor’s steadfast partnership, this installation will serve as a visible reminder of the hope and strength of patients on their cancer journey, and the world-class care that supports them at JHCC.”

Illuminight will take place on September 25 at Westfield Heritage Village.

Montréal

PATTISON Outdoor is also expanding its BIXI advertising network in Montréal. Twenty new digital displays are now located throughout downtown and several high-traffic neighbourhoods.

The displays are near shopping centres, cinemas, retail destinations, commuter corridors, and other areas with significant pedestrian and cycling activity. Operating year-round, they complement more than 1,000 static advertising panels across the BIXI network.

The BIXI design team developed the new advertising column specifically for bike-share stations.

“Like BIXI bikes themselves, it integrates seamlessly into Montreal’s urban landscape while providing partners with a premium platform to connect with users,” said Pierre-Luc Marier, director, Integrated Marketing, Growth and Public Affairs, BIXI.