CTV has introduced the concept of the “shelter selfie” in a three-week promotion for the second season of The Amazing Race Canada.
The broadcaster has enlisted its Bell Media sister division Astral Out-of-Home for a new campaign that features five customized Toronto transit shelters. Each shelter features visual icons from The Amazing Race Canada, including a clue box, a pit-stop mat and a full-length picture of host Jon Montgomery.
A mirror positioned next to Montgomery’s photo enables fans to snap a picture alongside him and share it via Twitter, tagging @AmazingRaceCDA. Select photos will be shared on The Amazing Race Canada website housed at CTV.ca.
The shelter component is also being supported by two digital superboards alongside Toronto’s Gardiner Expressway that feature several Amazing Race Canada-themed messages, including “Honk if you want an express pass” and “There is a quicker way to see the country.”
Season one of The Amazing Race Canada was a breakout hit for CTV last summer, averaging 3.5 million viewers 2+, including 1.8 million A18-49, 2.01 million A18-34 and 1.08 million W25-54.
The second season of The Amazing Race Canada kicked off in its new Tuesday 9 p.m. timeslot. The campaign runs through July 20.
