WestJet 737 circling Yonge-Dundas Square

No need to duck - the airliner is actually zooming along the surrounding video boards.

It’s an innovation that just had to come out of an ‘of course!’ moment when Taxi Calgary and Toronto’s Media Experts were brainstorming about the best way to publicize WestJet’s new service to the Dominican Republic.

Why not simulate one of the Calgary-HQ’d airline’s 737s circling Yonge-Dundas Square using a synchronized motion sequence along the giant video boards that surround the downtown Toronto spot?

So, with some scrambling by Toronto-based OBN video board network – to get buy-in from Clear Channel Outdoor, Penex Media and Titan Outdoor – the aerial illusion began just such a flight pattern this week. It will continue until early November, with two back-to-back, 15-second zoom-arounds every half-hour.

‘We were pleased to be able to work together to offer WestJet this unique and tightly synchronized ad campaign,’ says OBN president Peter Irwin. ‘It demonstrates just one of the many ways our video board technology can help clients stand out from the crowd and command attention.’

The innovative promotion is advertising not only WestJet’s new route, but also an online contest with free trips to the sunny destination. Taglines: ‘Win your seat in the sun. Enter at www.winwithwestjet.com‘ and ‘We’re taking a plane full of winners to the Dominican Republic.’