CTV breaks Amazing Race campaign
CTV has begun a marketing campaign promoting the upcoming season of reality television series The Amazing Race Canada. The campaign includes five wrapped transit shelters in Toronto that have been outfitted with a life-size photograph of host Jon Montgomery in a setting from the show. Each installation also includes a mirror positioned to allow consumers to take pictures of themselves as contestants in the show. Consumers are then encouraged to post the pictures to Twitter. Some of these will then be posted on the show's web page at CTV.ca.
The campaign also includes two digital billboards along the Gardiner Expressway in Toronto. The boards display copy such as "Honk if you want an express pass," and "There is a quicker way to see the country." The transit shelters and billboards are operated by Astral Out-of-Home. The campaign was developed by the Bell Media Agency. It will run until July 20. The new season of The Amazing Race Canada will debut on July 8.