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CN Tower begins EdgeWalk out-of-home campaign
The CN Tower in Toronto has begun an out-of-home campaign promoting its EdgeWalk attraction. The campaign, developed by Astral Out-of-Home in association with BT/A Advertising and Ad-Dispatch, consists of transit shelter ads with an augmented reality component. Consumers who view the ads with a mobile device and the appropriate application can see 360-degree photography and three-dimensional models of the view from the EdgeWalk at the top of the tower. Users can also email virtual photographs of the view to friends or share them on social media sites. The campaign will run in Toronto until the end of the summer. "Using transit shelter locations and Iris Augmented Reality, CN Tower delivers a taste of the thrills that await visitors," said Debbie Drutz, director of media, markets and innovation at Astral Out-of-Home. "With a simple point of the app from a mobile device to the transit shelter poster, you find yourself at the top of the tower peering over the infamous EdgeWalk and viewing a 360 degree pan of the entire cityscape."