Newad has partnered with Canlan Ice Sports, a cross-province sports facility with 15 locations in Canada, in an effort to bump up its advertising presence in the indoor sports arena.

“It made sense to partner with someone who can deliver on a national level,” David Vance, sales manager, Newad tells MiC. “We found through our own research on the young and affluent that exercise and sports is a big part of Canadian life and it just makes sense to have another touchpoint to reach this valuable target group.”

The deal will serve Newad with a host of new platforms for its client brands to advertise on – including ice-in logos, rink boards, dressing room graphics, mega banners, decals and Zamboni wraps.

“Our classic boards are being installed inside the change rooms to reach the athletes directly,” says Vance. “As well as our own mega banner product which is a large format vinyl placed within large common areas in the ice rinks.”

“If a brand or advertiser is looking to reach amateur athletes and/or their parents, this offering will serve directly to those demos,” he says.

In addition to print promotions on and off ice, Newad is also offering the services of its experiential marketing division with the company creating events and stunts within the arenas.

Last year, Newad installed a “family warming zone” with comfortable chairs and ambassadors giving out ready-to-eat samples of Campbell’s Chunky soup as a promotional stunt for the brand, says Vance.

The experiential activation, which was executed in several GTA arenas, was further supported by print material in the arenas, he adds.