Pattison Outdoor Advertising Partners In ICTV
Gail Chiasson, North American Editor
Ivanhoe Cambridge, Pattison Outdoor Advertising and Onestop Media Group are launching a state-of-the-art digital communications and advertising network, aptly named ‘ICTV’, that is being deployed in common areas of 37 Ivanhoe Cambridge’s shopping malls across Canada.
ICTV is the first of its kind in Canada, offering coast-to-coast reach and exposure to over 365 million consumers annually. High-definition LCD 52” vertical screens will feature a diverse array of commercial advertising, real-time messaging tools for mall specific content, local/community messaging and a proprietary, system-wide emergency broadcast system.
There will be an average of 10 screens (five double screen units) per mall, all with OneTop’s proprietary software platform. Onestop provides the innovation as well as creative. while Pattison handles sales.
“Our new Digital Media system, ICTV, and partnership with Pattison and Onestop will position Ivanhoe Cambridge at the forefront of communication delivery in the shopping centre industry in Canada, and is consistent with our corporate mandate to improve our eco-footprint across Canada.,” says Kim McInnes, executive vice-president and COO of Ivanhoe Cambridge. “A significant reduction in the printing of promotional posters throughout our malls will be possible with the introduction of this new tool in our properties.”
Michael Girgis, president of ONESTOP Media Group says, “ICTV sets an important communication precedent for companies operating in the public space to deploy digital communication infrastructure supportive of emergency messaging.”
ICTV provides mall management with the ability to communicate relevant, location specific, messages instantaneously. It also provides unparalleled flexibility to mall specific operations/marketing teams and to advertisers interested in mass-reach with a local and/or time specific message.
And ICTV’s emergency override system enables Ivanhoe Cambridge to rapidly alert mall patrons and staff at any location of relevant issues, concerns or urgent situations (for example, a missing child or local weather warnings).
“The launch of ICTV digital advertising in Ivanhoe Cambridge Malls across Canada by Pattison Mall Media secures our position as the leader in offering advertisers new ways to reach consumers with this exciting and innovative new product,” says Randy Otto, president of Pattison Outdoor Advertising.
Montreal-based Ivanhoe Cambridge is a pre-eminent Canadian-based global property owner, manager, developer and investor, focusing on high-quality shopping centres located in urban areas. Beyond its strong Canada-wide presence, the Company is also active in the United States, Brazil, Mexico and Europe, where it owns a number of properties either by itself or through joint ventures with prominent real estate partners. Abroad, Ivanhoe Cambridge also holds interests in several shopping centre development and management companies and maintains offices in Europe and Asia.
Ivanhoe Cambridge real estate portfolio consists of more than 44 million sq. ft. of retail space and includes some 70 regional and super-regional shopping centres. As at Dec. 31/07, the market value of Ivanhoe Cambridge’s assets reached Cdn$13.4 billion.