Canada’s leading out-of-home advertising companies have banded together to salute one of the country’s most iconic rock bands.
Members of the Out-of-home Marketing Association of Canada (OMAC) are displaying curated tweets across their digital inventory in celebration of The Tragically Hip’s last-ever tour – which concludes this weekend in the band’s hometown of Kingston, Ont.
Pattison Onestop is developing the creative being used by participating out-of-home companies including Astral Out-of-home, Clear Channel Canada, Lamar Transit Advertising, Outfront Media and Pattison Outdoor Advertising.
The participating companies will display social media posts and imagery from the various tour stops.
Michael Girgis, co-founder of Big Digital (the company that initiated the campaign) and Dive Networks, said the campaign demonstrates the power of out-of-home media, particularly when all of the companies are displaying the same message. “[We] are truly amplifying the unprecedented admiration Canada has for this iconic brand,” said Girgis.
OMAC president Rosanne Caron said Twitter and out-of-home share common characteristics, most notably the requirement that users be succinct in their message.
The Tragically Hip informed fans in May that the 15-date tour in support of their latest studio album, Man Machine Poem, would be their last after lead singer Gord Downie was diagnosed with terminal brain cancer last winter.
The band’s final show will take place at Kingston’s K-Rock Centre on Saturday, and will be broadcast on CBC Television, CBC Radio One, CBC Radio 2 as well as CBCMusic.ca and the public broadcaster’s YouTube channels.
