July 23, 2002

Toronto billboards use life-size MINI replicas

Toronto, Ontario – MINI Canada unveiled actual-size replicas of the new MINI Cooper on billboards in the midst of Toronto’s downtown restaurant/club district on Monday. The new boards were produced by Astral Media Outdoor (AMO), with creative developed by TAXI Advertising & Design.

One board extends across the full expanse of a building at the high-traffic corner of King and Peter Streets. This 30 by 100 foot board showcases the MINI Cooper’s homage to the brand’s British heritage with energetic tread marks in a Union Jack pattern. The second board, at Front Street and Spadina Avenue, is custom-shaped to the actual wall face with communication focusing on the MINI’s high-performance characteristics. The boards are strategically located near MINI Downtown, the King Street retail showroom of MINI.

“The launch of MINI has captured the Canadian public’s attention, and our intention is to continue to reinforce the high level of awareness with unique, unconventional communication such as the new downtown Toronto billboards,” said Manfred Braunl, National Marketing Manager for BMW Group Canada.

The installation of the boards, which took place over the week-end of July 20-21, required engineering ingenuity, steel reinforcements and a crane to position the MINI. The replicas are actual size fiberglass models of the MINI Cooper, which along with the MINI Cooper S model, debuted in Canada in March. Each weighs 300 kilograms and is reinforced with steel. Lighting comes from each car’s working headlights as well as from lights set specifically for the three-dimensional creative.

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