YEC adds outdoor digital boards ahead of schedule

mad max nightOut-of-home (OOH) advertising firm Outfront Media Canada has unveiled two 4.3 x 14.6-m (14 x 48-ft) digital billboards on the exterior of Toronto’s Yonge Eglinton Centre (YEC), where they reportedly will be seen by more than 125,000 pedestrians and drivers each day.

As part of RioCan’s ongoing $65-million expansion and renovation of the YEC, the large-format light-emitting diode (LED) displays were ready ahead of schedule, allowing Warner Bros. Pictures Canada to promote the May 15 release of Mad Max: Fury Road.

“We are thrilled to be the first advertiser to appear on these spectacular digital bulletins at the heart of midtown Toronto,” says Sandy Power, senior vice-president (SVP) of the movie distributor. “Their scale and vibrancy help us dominate the corner.”

Outfront had already integrated indoor digital signage throughout the YEC, including a 72-screen ‘panorama’ feature above the main atrium (see Sign Media Canada, February 2015, page 68).

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