Chinook Centre’s OOH ads dominate in Calgary

If you must break through, dominate. So goes the thinking behind the OOH mega-buy by Chinook Centre The Calgary-based shopping mall went shopping, securing 94 out of the 111 billboards (owned by Pattison and Viacom respectively) that line the busy Macleod Trail. Media buy and creative was handled by ad agency Highwood Communications. OOH executions included a fully functional advent calendar with each window unveiling a daily gift idea; billboard in trios consisting of gift ideas in clusters such as eggnog/elastic pants/treadmills and toys/batteries/earplugs and billboards with lit Christmas lights. The campaign, called Don't Rush Christmas, highlights the shopping mall's extended holiday hours. 'There's been huge buzz so far from consumers and advertisers alike,' says Susan Beck, VP of media at Highwood Communications. '[It's] mass reach within the client's prime retail target area.' Beck says that a media buy this extensive took loads of planning with initial talks beginning a year ago. Traditional print and radio ads rounded out the campaign.

If you must break through, dominate. So goes the thinking behind the OOH mega-buy by Chinook Centre The Calgary-based shopping mall went shopping, securing 94 out of the 111 billboards (owned by Pattison and Viacom respectively) that line the busy Macleod Trail. Media buy and creative was handled by ad agency Highwood Communications. OOH executions included a fully functional advent calendar with each window unveiling a daily gift idea; billboard in trios consisting of gift ideas in clusters such as eggnog/elastic pants/treadmills and toys/batteries/earplugs and billboards with lit Christmas lights. The campaign, called Don’t Rush Christmas, highlights the shopping mall’s extended holiday hours. ‘There’s been huge buzz so far from consumers and advertisers alike,’ says Susan Beck, VP of media at Highwood Communications. ‘[It's] mass reach within the client’s prime retail target area.’ Beck says that a media buy this extensive took loads of planning with initial talks beginning a year ago. Traditional print and radio ads rounded out the campaign.