Publicité CityFlitz drives into Montreal

The $1 car-sharing service that offers ad-wrapped autos launched in Montreal yesterday, with a tasty local product on board as the first buyer.

Auto-less drivers in Montreal can now access a car for just $1 per day – as long as they’re willing to drive around in a mobile billboard, thanks to new advertising company Publicité CityFlitz. A Quebec division of CityFlitz Fleet Advertising, which debuted in Toronto last May, Publicité CityFlitz launched a fleet of 10 cars yesterday branded with Fontaine Santé, a Montreal-based dip and spread maker.

Fontaine Santé purchased the cars for four months (handled in-house) and will receive about 70,000 impressions per car per day, according to four different research studies, says Paul Pelton, COO for Publicite CityFlitz. ‘Plus we’ll add another three cars with Yahoo! Quebec in coming weeks,’ Pelton tells MiC.

The rideshare program claims it caters to advertisers who want to join in the green movement because it uses fuel-efficient vehicles like the Mini Cooper, Smart Car and Toyota Prius, and reduces unnecessary ownership of automobiles by urban dwellers. ‘We’re promoting bicycles and transit as short distance methods of transportation. But if you want to go a bit further, then we’re a viable option for those members,’ Pelton says. CityFlitz requires its members to drive at least 30 km per day in order to maximize exposure.

For advertisers, cost of the car wrap is in the range of $2,500 to $3,200 per vehicle per month, plus production of the wrap (bumper to bumper, roof window) which can be about $2,500 per car. The company also has fleets in Toronto and Vancouver with advertising by ICBC, Scotiabank and HBO Canada, among others.

Publicité CityFlitz will also offer carbon offsets to both its advertisers and members to reduce their carbon footprint. ‘It seems to be a very topical point, if it’s nothing else than making the advertiser feel better that they actually can create a zero carbon footprint, or maybe there is a brand that is really pushing that, it’s part of their DNA,’ Pelton says.