CN Tower steps out on the edge

The attraction is promoting its EdgeWalk with an augmented reality campaign that offers a virtual 360-degree view from the top of the tower.

The CN Tower is looking to take both youths and adults for a walk on the edge with a new OOH campaign for its EdgeWalk experience.

With media by Toronto-based BT/A Advertising and creative by Astral Out-Of-Home and Ad-Dispatch, the campaign relies primarily on transit shelter ads in Toronto and employs the IRIS Augmented Reality App (created last year by Astral and Ad-Dispatch).

When the ads are scanned with the app (compatible with both iPhone and Android), a 360-degree view from the top of the CN Tower is projected, allowing consumers to get a feel for what the EdgeWalk experience is like. Consumers can then snap pictures of the views they see on the interface, and share them with friends via email or social media.

The CN Tower ads will also appear on a billboard in Yonge-Dundas Square. Postcards will be handed out at the Tower that can be scanned to trigger the AR experience.

Lisa Tompkins, director, marketing and communications, CN Tower, tells MiC that it was important for the CN Tower to continue to drive excitement both around the EdgeWalk and the Tower itself as a tourist attraction.

She says an OOH campaign was the most accessible way for the CN Tower to bring the EdgeWalk to life, allowing consumers to interact with and experience it.