Clear Channel’s Lexus ‘Blueprint Launch’
Gail Chiasson, North American Editor
Drawing attention at Pearson International Airport, Toronto, for the past month is Clear Channel Outdoor’s installation of a multi-faceted, interactive display to launch the new Lexus RX350.
Media placement was by Dentsu Canada, Toronto.
Surrounded by discarded blueprints, travelers find drafting tables with embedded touch screens containing product feature videos. The interactive element has been extended to include the rear window of the vehicle itself where users can use the touch screen to find out more details about the kind of information that’s important to them.
“Airport advertising has evolved into more than signs on walls,” says Freeman White, vice-president sales for Clear Channel Outdoor Canada. “With the size of modern airport terminals and increases in dwell times over the past few years, advertisers now have space, technological capability and a captive audience. Travelers now not only see but can have memorable experiences with the latest product offerings. With this particular Lexus display, it’s the depth of experience that has taken airport advertising to new heights”.
Gridcast Media, Toronto, provided the end-to- end solution to convert the rear window of the 2010 Lexus RX 350 into an interactive touch screen. This was done using a solution which includes energy efficient LED projection technology and optical rear projection film.
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