Sculptured Ice Planes Promote TV Show

Gail Chiasson, North American Editor

Not digital but certainly interesting out-of-home media were the frozen DC-3 planes that ‘landed’ in Toronto and Vancouver last weekend.

The illuminated, sculptured ice planes were part of a promotional push for CBC’s new dramatic series, Arctic Air, premiering on January 10. Newad’s Experiential Marketing team delivered illuminated ice sculptures, which were on display at Toronto’s Nathan Phillips Square and Vancouver’s Robson Square for 48 hours on January 7 and 8.

Brand ambassadors sporting Arctic Air airline outfits distributed boarding passes, encouraging passersby to enter a ‘watch and win’ contest for a chance to win one of two trips to Yellowknife in Canada’s Northwest Territories.

Arctic Air is a one-hour adventure series set in the booming Arctic, about a maverick airline and the unconventional family who runs it.

“Our mandate was to execute a creative campaign to drive viewership and awareness for the dramatic CBC television series Arctic Air,” says Lindsey Blake, Newad’s director of experiential marketing for Central Canada. “The initiative was developed by M2 Universal, which handles media planning for this CBC series.”

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