Discovery puts Mars on rolling billboards

Transport trucks across southern Ontario will push the net's main fall programming event.

Toronto-based WOW Mobile Media is rolling out transport trucks pushing Discovery Channel’s Race to Mars mini-series. The company launched its ‘rolling billboards’ on August 27 in a bid to boost buzz for the net’s September 23 premiere.

A fleet of 53-foot transport trucks will push the programming in high traffic routes across southern Ontario and through the Greater Toronto Area. The company estimates the five-week campaign will generate about 19 million impressions. The company’s fleet of transport trailers and trucks in Canada numbers about 5,000.