Montreal-based mediaco Astral Media, which recently acquired Standard Radio, debuted an outdoor transit execution around Toronto yesterday. The cheeky ad reads: ‘Laugh, cry, scream, surf, sing, hum, tap your feet, learn, and stay dry. . . We’re proud to bring you movies, television, music radio, all-news radio, great websites and now, this transit shelter.’

The last line is in reference to the Toronto Street Furniture program Astral signed on for last year, which entailed the company supplying over 27,000 public pieces, including benches and transit shelters.

‘More and more at the corporate level, we’re promoting our overall brand,’ explains Annick Major, Astral’s brand manager, adding that most Torontonians are familiar with properties like The Movie Network and 97.3 EZ Rock, but don’t know that they’re owned by Astral. ‘We thought it was important to increase awareness.’

The campaign is currently running only in Toronto. Major says there aren’t any plans to roll it out in other markets, but she won’t rule it out, either. Astral worked with Cossette Toronto on the effort. It doesn’t have an AOR, but has collaborated with Bos Montreal for several trade efforts.