Minis going for minuscule price

Rental fees of a measly loonie per day in Toronto in 2008? Yes, but only because the diminutive vehicles will also serve as an ad medium.

Branded Mini Coopers, Mini Cooper Clubmans and Smart cars are coming to Toronto this week in a new rental program from CityFlitz.

Thanks to support from advertising partners – which include Yahoo Canada, North by Northeast Film & Music Festival and Global Ryan’s Petfoods – the cost to customers is a mere $1 per day per vehicle.

To kick off the program, CityFlitz will showcase a fleet of 12 Yahoo-branded cars at Toronto’s Yonge-Dundas Square on August 20. The mobile billboards are meant to ‘tell the public that CityFlitz is a low-cost car rental program and new ad company in Toronto,’ explains company president/CEO Andreas Kotal.

With creative from Toronto-based Inventa, advertising for the youth-targeting event will be carried on Toronto’s the Edge radio station and in Now magazine. At the site, the company will hand out CityFlitz merchandise including magnets shaped like Mini Coopers.

With a single ad per vehicle, the rate to wrap a car is $2,300, with a smaller sticker wrapper priced at $2,000. The fleet can be booked for stand-alone campaigns or to complement other programs. Advertising partners can choose to have their branded cars driven by the CityFlitz promotional team, their own ad agency teams or members of the public.