Toronto-based EcoMedia has penned a three-year deal with the Canadian National Exhibition that will give advertisers further access to the approximately 1.2 million visitors who pass under the Prince’s Gates.
Starting this year, EcoMedia will gradually replace the 45-gallon garbage bins dotting the Exhibition grounds with branded recycling units. Fifty have been placed in high-traffic locations around the Ex this year, including 10 Special Events Recycling Units branded with creative promoting the Sheraton Centre Toronto Hotel’s green campaign.
‘The Special Events Recycling Units are being deployed at events of all sizes, from local park openings to major events like the CNE, Canada’s largest fair,’ Craig Marwood, president, EcoMedia Direct, tells MiC.
‘We felt it was important to communicate our commitment to the green initiatives program,’ says Stanton Singh, marketing manager, Sheraton Centre Toronto. ‘As our entire industry is now uniting around the green movement, we felt the recycling units were a fantastic way to demonstrate our commitment to the community at large, through this practical and user-friendly recycling program.’
Twenty of EcoMedia’s new EcoBoxes, adorned with advertising for the CNE, are also scattered around the grounds, as well as 20 of the company’s SilverBoxes, which are branded with creative from Centennial College’s humanracebook.com campaign.
More advertisers will be able to gain access to EcoMedia’s units at next year’s CNE, as the company plans to expand the fairground fleet to over 200 units, and over 300 the following year.
‘In event spaces where recycling and out of home media opportunities may have been underserved, our new units provide an ideal opportunity for our customers to deliver a positive brand and/or product experience by allowing consumers to recycle on the go,’ explains Marwood.
