Toronto City Council has allowed Vaughan, Ont.-based out-of-home ad agency Eucan to sell ad space on their new Recycling Station Ads (large recycling receptacles that measure 7′ x 4′) after a three-month test period. The city is testing 90 RSAs, which will replace Eucan’s numerous Silverbox units scattered throughout Toronto. Testing will be done in the summer with completion slated for the end of August.
The test units, which will be installed all over the GTA, will each hold two ad faces, according to Kevin Golding, the agency’s director of sales and marketing. He goes on to add that there has already been a lot of interest in the RSAs with the automotive and telecom industries leading the pack. Ads may be run for as little as two weeks up to as long as a season. The full program is set to be in place for early 2006 with 1,500 units citywide. Pricing details will be finalized by mid-June.
