Ads get past fitting room doors

Fashion Frame has been selling poster space inside fitting rooms across Quebec for the likes of P&G and Unilever. Now, the company's set for expansion into English Canada.

Montreal-based Fashion Frame is extending its network of interior fitting room poster advertising into the Ontario market, starting with Bikini Village boutiques in Toronto. The company’s networks currently cover about 4,500 fitting rooms at 600 boutiques throughout Quebec, with a total reach of about four million consumers. The expansion into Toronto will include about 200 frames at 25 boutiques, which will become active in March 2007.

The Fashion Frame poster network is not digital, although audio solutions are possible within the fitting rooms. Coupons and sampling can also be incorporated into the executions.

In Quebec, the networks have been used by clients such as Alliance Vivafilms, L’Oreal Paris – Vivepro, Unilever Canada’s Sunsilk brand, P&G’s Cover Girl, Botox, Universal Music, and the Quebec government. Fashion Frame president Danielle Chagnon says the company is working with Media Experts, PHD Canada and ZenithOptimedia for buys set to take effect when the Toronto network launches, but she won’t name specific advertisers yet. Media buys will likely include the Toronto and Quebec markets. The company’s Quebec boutique’s many partnerships include Bikini Village and Winners.