The Québec Winter Carnival has launched a promotional campaign with out-of-home ad firm Zoom Media that adds an actual ceinture flechée (meaning arrowhead sash)—a traditional piece of French-Canadian clothing worn by carnival mascot Bonhomme—to its frames throughout the city.
Eliane Tremblay, marketing and media integration manager for Zoom in Montreal, said the sash boasts considerable awareness among Québec residents. “They only need to see that and they know we’re talking about the Carnival,” she said.
Developed by Zoom in conjunction with Carnival organizers, the campaign motif is also being extended through a series of mirror decals and wallpaper. The Carnival is dominating washroom advertising in seven high-traffic establishments throughout the city.
This is the ninth straight year that the Quebec Winter Carnival has partnered with Zoom—which specializes in washroom advertising—to promote the annual event. “Each year they do something really innovative, and once again they’ve done something really great,” said Tremblay. “It’s very innovative because it really attracts people’s attention.”
Zoom began promoting the event, which takes place between Jan. 28 and Feb. 13, through its resto-bar and fitness networks in Toronto and Montreal in December. “Since the Carnival is a big event, [organizers] wanted to reach out to people in Montreal and Toronto to book a couple of days to come to Québec and be part of it,” said Tremblay.
