The recently rebranded Zoom Media has announced a new chapter in its partnership with Boston Pizza to exclusively represent its in-restaurant ad space in Quebec.

The deal builds upon the existing relationship between the two, which began in 2000 in English markets.

Boston Pizza first expanded to Quebec in 2004, and François de Gaspé Beaubien, chairman and CEO, Zoom Media, tells MiC that the new partnership made sense for Zoom Media now that the chain has had time to grow its presence in the province.

He adds that Zoom Media saw the deal as a means to expand its resto-bar network and overall reach in Quebec, while increasing its offerings for brands targeting the 25 to 54 demo, as well as families.

Beaubien says that the deal has seen Zoom Media install its static billboards in Boston Pizzas throughout the province, and that digital boards will soon follow. Included are washroom-based ad units, as well as ads in the sports bar and sit-down areas in restaurants.

In addition to static and digital boards, the deal will also see Zoom offer media integration opportunities, which will allow brands to create customized environments in bathrooms and through sampling events.

Eric Fortin, VP, operations and development, Zoom Media, says that the installation of static boards is complete in Quebec City and will be finished in the province by the end of February, with campaigns beginning to roll out soon after.