Astral Media Outdoor (AMO) bought Passeport Media yesterday, adding 23 new digital ad boards, called Totems, to its already existing 3,700 ad faces in Quebec and Ontario. Both companies are based in Montreal. This move is set to grow the airport billboard biz by expanding Astral’s already significant presence at Montreal’s Trudeau airport and adding new ads at Calgary International.
Adding to the network of plasma and LED ad boards now in place at the Montreal airport, Totems are 40-inch LCD and LED digital screens that will dominate the Customs area, offering the only advertising opportunity there. Eyeball count? More than three million international, American and domestic travellers per year. Not to be outdone, in Calgary the acquisition brings similar visibility with 11 plasma and LED digital boards in strategic locations throughout Calgary International. The company hopes to reach ‘mobile, urban professionals with a high consumption quotient.’
