Disney promotes Alice in Wonderland in Toronto subway station
Walt Disney Studios Motion Pictures Canada will begin an out-of-home campaign on Feb. 9 in support of its upcoming film Alice in Wonderland. The campaign, developed by Starcom Worldwide, will take place in the Queen Street subway station in Toronto. One platform will display creative depicting the White Queen, while the other will feature creative depicting the Red Queen. According to the company this is the first time the Toronto Transit Commission has granted access for a station name to be incorporated into advertising creative. Other creative will include large-format decals of various characters from the movie in other parts of the station. Media for the campaign was managed by CBS Outdoor. "Alice in Wonderland is a magical and imaginative twist on a classic tale, so it was only fitting that we create a campaign with a clever twist of its own," said Greg Mason, vice-president of marketing for Walt Disney Studios Motion Pictures Canada. "The Queen subway station was a perfect fit to highlight two of the film's central characters and gave us the opportunity to create a very public royal rivalry."