Pattison Outdoor is working with Spacing Magazine on a program running on digital billboards for the next four weeks that show what amounts to Tweeted love letters to select Canadian cities.
For the next 4 weeks selected urban love letters in the form of tweets from people across Canada will be shared on PATTISON Outdoor’s digital billboards coast to coast. Over 40 different tweets will be appearing on billboards in Vancouver, Calgary, Edmonton, Winnipeg, Hamilton, Toronto, Ottawa, Montreal, and Halifax; one billboard per city. Each billboard displays the best urban love letters tweeted to the city where it is located.
In addition, over 100 urban love letters from across the country will be playing on many of the PATTISON Onestop digital screen networks, including office and residential buildings across the country, over 300 shopping malls across Canada, as well as screens in the Calgary International Airport (YYC), the Edmonton Transit System (ETS) and the Toronto Transit Commission (TTC). Two Dear City Canada tweets appear every 10 minutes on screens in the TTC, ETS and YYC, and every 5 minutes in malls.
Tweets selected for display on billboards were based on quality and quantity of tweets from each city. All acceptable tweets are being displayed on digital screens networks in English Canada. One Dear City Canada tweet appears every minute on digital billboards. Two Dear City Canada tweets appear every 10 minutes on screens in the TTC, ETS and YYC, and every 5 minutes in malls.
If you want to tweet a love letter about your Canadian city, you do it via @DearCityCanada It is suggested you start with: “Dear [name of your city] …”
So that would be “Dear Toronto, you’re really not thinking of re-electing your train-wreck mayor, are you?”
I suppose that’s not all that romantic, but then I just live NEAR Toronto, not in it. The Toronto one, by the way, is NOT what you’d call a primo location. Logically, Pattison isn’t giving up airtime on the big money-maker boards leading into downtown.
Halifax: Bell Blvd, 500 ft south of Red Wing Dr
Montreal: intersection of Boul. Pie IX, Crémazie, and Highway 40
Ottawa: 1443 Carling Ave, 240 ft west of Kirkwood Ave
Toronto: 2410 Bloor St W (Roof), 105 ft west of Armadale Ave
Hamilton: 207 Centennial Pkwy South, 200 ft south of Barton St East
Winnipeg: Pembina Highway, 120 ft north of Nesbitt Bay
Calgary: 9th Avenue, 109m west of 14th St SW
Edmonton: Argyll Rd, north of 76th Ave
Vancouver: West Pender Street at Abbott Street
Dave Haynes is the founder and editor of Sixteen:Nine, an online publication that has followed the digital signage industry for some 14 years. Dave does strategic advisory consulting work for many end-users and vendors, and also writes for many of them. He’s based near Halifax, Nova Scotia, on Canada’s east coast.